HUBUNGAN CITRA MEREK (BRAND IMAGE) DENGAN KEYAKINAN PASIEN DALAM MEMILIH PELAYANAN RAWAT INAP DI RS GRANDMED LUBUK PAKAM TAHUN 2026

Data were collected through questionnaires and analyzed using univariate and bivariate analyses. The Chi-Square test was used to determine the relationship between variables with a significance level of α = 0.05. Results: The findings revealed that the majority of respondents had a positive perception of the hospital's Brand Image, accounting for 44 respondents (51.8%).Furthermore, 52 respondents (61.2%) demonstrated a strong decision in choosinginpatient services. The Chi-Squaretest showed a p-value of 0.024 (p < 0.05),indicating a statistically significant relationship between Brand Image and patient decisions in choosing inpatient services. Conclusion: There is a significant relationship between Brand Image and patient decisions in choosing inpatient services at Grandmed Hospital Lubuk Pakam in 2026.