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"Latar belakang: Sejak adanya program Jaminan Kesehatan Nasional (JKN), persaingan bisnis di industri kesehatan semakin ketat akibat bertambahnya jumlah rumah sakit. Persentase angka kunjungan pasien eksekutif rawat jalan RS Hermina Bekasi yang stagnan dalam tiga tahun terakhir juga membuat manajemen harus mencari cara untuk meningkatkan profitabilitas. Mempertahankan pasien lama agar tetap loyal akan jauh lebih mudah dan murah untuk menghasilkan pemasukan bagi rumah sakit. Penelitian bertujuan untuk melihat gambaran loyalitas pasien eksekutif di instalasi rawat jalan RS Hermina Bekasi terhadap persepsi pasien tentang switching barriers ke rumah sakit pesaing dan faktor lain yang mempengaruhi sebagai dasar pembuatan strategi bisnis. Subyek dan metode: Metode penelitian kuantitatif dengan pendekatan cross sectional terhadap 150 pasien eksekutif rawat jalan RS Hermina Bekasi. Analisis dilakukan dengan uji univariat, bivariat, dan multivariat. Hasil: Uji multivariat menunjukkan bahwa terdapat dua variabel yang bernilai signifikan, yaitu switching barriers baru (p value = 0.14; Exp. (B) = 14.778) dan responsiveness (p value = 0.37; Exp. (B) = 11.083). Kesimpulan: Switching barriers menjadi variabel paling berpengaruh terhadap perilaku loyal di instalasi rawat jalan RS Hermina Bekasi sehingga strategi bisnis yang mempengaruhi switching barriers dapat diterapkan di rumah sakit.

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Background: Since the National Health Insurance (JKN) implemented, business competition in the health industry has increased due to the increasing number of hospitals. The percentage of outpatient executive visit numbers of Hermina Bekasi Hospital has been stagnant in the last three years also makes management have to find ways to increase profitability. Maintaining old patients to remain loyal has been easier and cheaper to generate revenue for the hospital. This study aims to analyze the patients perspective on the effect of switching barriers and other influencing factors towards loyalty among executive patients in the outpatient clinics of Hermina Bekasi Hospital in 2019 as the basis for creating business strategies.

Subjects and Methods: This research is a quantitative method with a cross-sectional approach to 150 outpatient executive clinics at Hermina Bekasi Hospital. Analyzes performed with univariate, bivariate, and multivariate tests.

Result: Multivariate test showed that there were two significant variables, namely new switching barriers (p value = 0.14; Exp. (B) = 14.778) and responsiveness (p value = 0.37; Exp. (B) = 11.083).

Conclusion: Switching barriers is the most influential variable on loyal behavior in the outpatient clinics of Hermina Bekasi Hospital. The switching barriers strategies have to implemented to achieve the hospital goals."

"ABSTRAKSwitching intention merupakan factor yang menyebabkan konsumen dapat kehilangan loyalitasnya terhadap suatu produk atau jasa. Dalam tesis ini dilakukan penelitian mengenai factor-faktor apa sajakah yang dapat mempengaruhi switching intention pada produk Microsoft Windows ke Apple Mac OS. Tujuan penelitian ini adalah mengetahui pengaruh customer satisfaction yang dipengaruhi oleh product quality dan perceived price dan switching barriers yang dipengaruhi oleh switching cost dan customer lock-in terhadap switching intention, juga pengaruh moderasi switching barriers terhadap hubungan customer satisfaction dan switching intention Microsoft Windows ke Apple Mac OS. Hasil penelitian tesis ini menunjukkan bahwa customer satisfaction dan switching barriers dapat mempengaruhi switching intention dan juga switching barriers dapat memoderasi hubungan antara customer satisfaction dan switching intention. Sehingga para marketers disarankan menggunakan strategi customer satisfaction dan switching barriers untuk mencegah terjadinya switching intention pada konsumennya.

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ABSTRACTSwitching intention is one factor that cause a costumer leaves a product or services. This thesis apply a research about what factors that effect switching intention Microsoft windows to Apple Mac Os. The goal of this research is to examine the effect of customer satisfaction effected by product quality and perceived price and switching barriers effected by switching cost and customer lock in to switching intention, also the effect of switching barriers moderate the relationship between customer satisfaction and switching intention Microsoft Windows to Apple Mac Os. The result of this thesis concludes that customer satisfaction and switching barriers have significant effect to switching intention, also switching barriers can moderate relationship between customer satisfaction and switching intention. Therefore marketers are advised to use the customer satisfaction and switching barriers strategy to avoid switching intention in their customers. "