Pengaruh Individual Cultur, Interpersonal Comunication Dan Assurence Terhadap Switching Intention Yang Dimediasi Oleh Trust (Studi Pada Pasien Tenaga Kerja Asing (Tka) Di RSUD Morowali 2025)

Aryu Yayu Wisudawati Rau, Aryu Yayu wisudawati Rau

Abstract


Indonesia sebagai negara dengan pertumbuhan industri yang pesat menjadi tujuan utama bagi Tenaga Kerja Asing (TKA) di sektor strategis seperti pertambangan, konstruksi, dan energi. RSUD Morowali, sebagai rumah sakit rujukan di kawasan industri, menghadapi fenomena perpindahan pasien TKA sebesar 29% dalam lima bulan terakhir. Kondisi ini menandakan perlunya kajian mengenai faktor-faktor yang memengaruhi loyalitas pasien. Penelitian ini bertujuan menganalisis pengaruh Individual Culture, Interpersonal Communication, dan Assurance terhadap Switching Intention pasien TKA dengan Trust sebagai variabel mediasi. Desain penelitian menggunakan survei analitik dengan pendekatan kuantitatif dan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Sampel penelitian berjumlah 200 responden TKA yang dipilih dengan teknik purposive random sampling. Hasil penelitian menunjukkan bahwa Individual Culture berpengaruh signifikan terhadap Switching Intention, namun tidak berpengaruh terhadap Trust. Interpersonal Communication terbukti tidak berpengaruh signifikan baik terhadap Trust maupun Switching Intention. Sebaliknya, Assurance berpengaruh signifikan terhadap Trust dan Switching Intention. Sementara itu, Trust berperan penting dalam menurunkan Switching Intention serta memediasi hubungan antara Assurance dan Switching Intention. Penelitian ini menyimpulkan bahwa peningkatan mutu layanan berbasis pemahaman budaya individu, penguatan dimensi assurance, dan pembangunan trust merupakan strategi penting untuk menekan niat perpindahan pasien TKA. Secara teoritis, penelitian ini memperkaya kajian manajemen pelayanan kesehatan terkait perilaku pasien internasional; secara praktis, memberikan rekomendasi kepada RSUD Morowali untuk memperkuat komunikasi lintas budaya, meningkatkan standar assurance, serta membangun sistem layanan yang berorientasi pada retensi pasien asing.

Kata kunci: Individual Culture, Interpersonal Communication, Assurance, Trust, Switching Intention, RSUD Morowali

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DOI: https://doi.org/10.52643/marsi.v10i3.8760

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