Analysis of the Influence of JKN Mobile Application Service Quality on Participant Loyalty Mediated by Brand Image and Brand Trust in Mataram City
Abstract
Advances in digital technology have driven the transformation of healthcare services, including the implementation of digital-based applications within the National Health Insurance (JKN) system. The JKN Mobile application presents a solution to improve the accessibility, efficiency, and effectiveness of healthcare services for participants. However, the continued use of this application is highly dependent on the quality of the services offered, as well as how brand image and brand trust are formed in the minds of users. This study aims to empirically analyze the effect of the JKN Mobile application's service quality on participant loyalty, by considering the mediating role of brand image and brand trust. This study uses a quantitative approach with a survey method involving 392 JKN participants in Mataram City who actively use the JKN Mobile application. Data collection was carried out through a structured questionnaire, which was then analyzed using multiple regression and the Sobel mediation test to examine the causal relationship between variables. This research model is based on the theory of service quality (SERVQUAL) and the theory of brand trust and loyalty. The results show that the JKN Mobile application's service quality has a positive and significant influence on brand image, brand trust, and participant loyalty. In addition, brand image and brand trust are proven to play a role as mediating variables that strengthen the relationship between service quality and participant loyalty. Thus, improving the quality of application services not only contributes directly to participant loyalty but also indirectly through strengthening brand image and trust. The implications of this study highlight the importance of a JKN Mobile application management strategy that focuses on improving user experience, service reliability, and effective communication to build a positive brand image and increase participant trust. Application managers are expected to develop data-driven policies to improve user interaction, information transparency, and service responsiveness to encourage long-term loyalty of JKN participants. These findings also provide theoretical contributions to the study of customer loyalty in the digital healthcare sector and provide practical recommendations for JKN service managers in designing strategies to increase digital technology adoption in national healthcare.
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