Factors Affecting the Decisions of West Kalimantan Society to Use Hospital in Sarawak Malaysia

Objective – The purpose of this research is to examine and analyze the factors that influence the decision of West Kalimantan citizens to use hospital services in Sarawak Malaysia, which includes: quality of service with dimensions of tangibles, reliability, responsiveness, assurance and empathy, word of mouth, cultural homogeneity, price value, and location. Methodology/Technique – This study is a causality research with the population of respondents who have used hospital services in Sarawak Malaysia. The sampling was conducted using a purposive sampling method and snowball sampling, and the number of samples used is 150 people. The data is analyzed using multiple regressions. Findings – The results of the F significance test is 0.000 and the adjusted test results show R2 = 0.678. The t test results show that tangibles, reliability, assurance, word of mouth, cultural homogeneity, price value, and location have a significant effect on decisions, while responsiveness and empathy have no significant effect. Novelty – Price value has the most significant influence on the decision to use hospitals in Sarawak, Malaysia. Price value can be interpreted as costs incurred in accordance with the benefits obtained. Type of Paper: Empirical