Dr.Gancar Candra Premananto, SE., M.Si
Religion is a strong motivating human behavior to consume. Consumers choose to use the services of institutions affiliated certain religion because it offers specific needs. One of the institutions that are affiliated with a religion is Hospital. Hospital affiliated religion creates cultural and religious environment and provide special services related to religion. A person tends to choose the services of institutions affiliated with the same religious beliefs. But this time, other religions can be found patients who use the service. In this study will examine the influence of Level of Religiosity, Perceived Service Quality, and Perceived Risk against Behavior Intention patients of other religions through Attitude Towards Brand as intervening variable. This research is a quantitative survey of 103 respondents who use Partial Least Square (PLS) analysis techniques. This research found that Level of Religiosity has no significant influence on Attitude Towards Brand and Behavior Intention; Perceived Service Quality and Perceived Risk have significant influence on Attitude Towards Brand and Behavior Intention; and also Attitude Towards Brand as intervening has significant influence on Behavior Intention. Someone will continue to use the services of a hospital despite having different affiliate with his religion is because in general, the patient's main purpose is to get a cure, so he more emphasis on service quality of a hospital.
Keywords : Level of Religiosity, Perceived Service Quality, Perceived Risk, Attitude Towards Brand, Behavioral Intention, Hospital.