BEYOND MEDICATION AND TOWARD ADVOCACY: QUANTITATIVE INSIGHTS ON THE ROLES OF PATIENT EXPERIENCE AND TRUST IN HOSPITAL SELECTION

Abstract

This study investigates the influence of Beyond Medication (BM) and Completeness of Service Facilities (CSF) on Positive Patient Experience (PPE) and Patient Trust (PT) toward Brand Advocacy (BA) in the context of hospital selection in Batu City, Malang, Indonesia. Using a quantitative approach with 340 respondents from an infinite population, data were analyzed through the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The findings reveal that Beyond Medication plays a pivotal role in shaping patient experience and trust, particularly through Communication on Intake (loading = 0.917), Security (BM1.3, loading = 0.901), and Information from Doctor (BM2.1, loading = 0.905). These indicators emphasize the importance of empathy, patient-centered communication, and a strong sense of safety in fostering positive perceptions. Similarly, the Completeness of Service Facilities significantly contributes to enhancing patient experience and trust via adequate waiting room facilities (CSF1.2, loading = 0.938) and arranging facilities (CSF2.1, loading = 0.917), underscoring the value of comfort, cleanliness, and efficient spatial management. Moreover, Positive Patient Experience emerges from effective interactions with medical staff, a supportive physical environment, and genuine attentiveness, which enhance patients' trust and encourage Brand Advocacy. This study demonstrates that communication quality, security, and facility adequacy directly improve patients’ positive experiences, trust, and willingness to recommend hospitals. Within Batu City’s sociocultural context, empathy, safety, and comfort are strategic elements in shaping patient perceptions and advocacy.