Analysis of The Influence of Service Quality and Customer Experience on Patient Loyalty at Advent Beauty Clinic with Patient Satisfaction Level as An Intervening Variable

The increasingly fierce competition in the beauty clinic industry requires service providers to understand the factors that affect patient loyalty. This study aims to analyze the influence of service quality and customer experience on patient loyalty both partially and simultaneously, with patient satisfaction as a mediating variable at Advent Beauty Clinic. This research uses a quantitative approach with descriptive and verifiable methods. The research population is Advent Beauty Clinic patients who have made repeat visits during the period June 2024 to May 2025 with a population of 432 patients and a sample of 100 patients. The sampling technique used purposive sampling, while data collection was carried out through a structured questionnaire. Data analysis was carried out using multiple regression analysis and mediation tests. The results of the study show that the quality of service and customer experience have a positive and significant effect on patient satisfaction, both partially and simultaneously. Furthermore, service quality, customer experience, and patient satisfaction have also been proven to have a positive and significant effect on patient loyalty, both partially and simultaneously. The results of the mediation analysis showed that patient satisfaction played a significant role as a mediating variable in the relationship between service quality and customer experience to patient loyalty at Advent Beauty Clinic. These findings confirm that consistently improving the quality of service and patient experience can improve patient satisfaction, which ultimately encourages the formation of patient loyalty in a sustainable manner.