Analisis Faktor Minat Kunjungan Kembali Pasien Asal Batam Ke Rumah Sakit Malaysia
DOI:
https://doi.org/10.55826/jtmit.v5i1.1539Keywords:
Medical Tourism, Destination Image, Revisit Intention, Accessibility, Safety and SecurityAbstract
Meskipun layanan kesehatan di Indonesia terus berkembang, sebagian masyarakat Kota Batam masih memilih berobat ke Malaysia. Fenomena ini menunjukkan bahwa fasilitas domestik belum sepenuhnya mampu menahan arus wisata medis lintas negara. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat berkunjung kembali pasien asal Batam berwisata medis ke rumah sakit di Malaysia, dengan menguji peran aksesibilitas, keselamatan dan keamanan, serta kewajaran harga terhadap citra destinasi dan niat kunjungan kembali. Pendekatan kuantitatif digunakan melalui survei terhadap pasien yang pernah menjalani pengobatan di Malaysia, dan data dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa aksesibilitas, keselamatan, dan keamanan berpengaruh signifikan terhadap citra destinasi. Sebaliknya, kewajaran harga tidak terbukti memengaruhi citra destinasi secara signifikan.Lebih lanjut, citra destinasi terbukti sebagai determinan paling dominan yang memengaruhi niat berkunjung kembali. Temuan ini menegaskan bahwa dalam konteks wisata medis yang bersifat high involvement, persepsi keamanan, kualitas layanan, dan kemudahan akses lebih menentukan dibandingkan dengan pertimbangan harga. Penelitian ini memberikan implikasi strategis bagi penguatan daya saing layanan kesehatan domestik melalui peningkatan keselamatan klinis, aksesibilitas, dan pengalaman pasien.
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