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Articles

Vol. 1 No. 1 (2026): September 2026

The Relationship Of Customer Relationship Management In Improving Non-Jkn Patient Loyalty At Ibnu Sina Islamic Hospital Padang In 2026

Submitted
September 22, 2026
Published
2026-09-27

Abstract

Customer Relationship Management (CRM) is a corporate strategy used to pamper customers so that they do not turn to competitors. The results of a preliminary study at Ibnu Sina Islamic Hospital Padang in 2026 showed problems in the form of a lack of integrated patient data, a lack of trained human resources, and a lack of adequate technology. This condition causes the hospital to have difficulty understanding patient needs and preferences, so that patient loyalty has not been optimally improved. This study aims to analyze the relationship between CRM implementation and Non-JKN patient loyalty at Ibnu Sina Islamic Hospital Padang in 2026. This study used a quantitative method with a descriptive analytic approach. The research was conducted at Ibnu Sina Islamic Hospital Padang in 2026 with a population of 1,103 Non-JKN patients and a sample of 92 respondents selected using accidental sampling technique. The results showed that the People Aspect was rated Good by 56 respondents (60.9%) with a mean of 18.57 and had a very strong and significant relationship with patient loyalty (r = 0.890; p = 0.000). The Process Aspect was rated Good by 51 respondents (55.4%) with a mean of 18.45 (r = 0.381; p = 0.000). The Technology Aspect was rated Good by 45 respondents (48.9%) with a mean of 18.64 (r = 0.399; p = 0.000). The Knowledge Aspect was rated Good by 56 respondents (60.9%) with a mean of 19.77 (r = 0.664; p = 0.000).n Overall, Non-JKN patient loyalty was already good. All CRM aspects had a significant relationship with patient loyalty, with the People Aspect showing the strongest relationship and the Process Aspect the weakest, indicating a need for improvement.

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