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Siti Aisyah; Fadhilla Yusri

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

This study aims to examine the effectiveness of assertive communication techniques in cross-cultural counseling for reducing avoidance behavior among students experiencing interpersonal friendship conflicts. Cultural differences between counselors and clients may influence communication patterns, emotional expression, and conflict resolution processes during counseling sessions. Friendship conflicts among university students commonly arise from jealousy, misunderstanding, social comparison, and ineffective interpersonal communication. These conditions often encourage students to avoid direct interaction to prevent further conflict. This study employed an experimental method using a One Group Pretest-Posttest Design. The participants were students who experienced friendship conflicts and demonstrated avoidance behavior tendencies. Data were collected through counseling individual. The intervention was delivered through counseling sessions that used assertive communication techniques and combined behavioral and humanistic approaches in a cross-cultural counseling setting. The findings revealed that assertive communication techniques were effective in reducing students’ avoidance behavior. After receiving the intervention, participants demonstrated greater confidence in expressing opinions, improved emotional regulation, increased openness in communication, and healthier interpersonal relationships. The study indicates that assertive communication in cross-cultural counseling can serve as an effective counseling strategy to help students manage interpersonal conflicts and improve social adjustment in higher education environments.

Dian Mawarni

International Journal of Economics and Management Sciences 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Hospitals play a strategic role in improving public health through professional, safe, and high-quality healthcare services. In modern healthcare organizations, service quality is not only determined by medical facilities and technology but also by the quality of human resources, particularly healthcare workers who directly interact with patients. This study aims to analyze the influence of authentic leadership on healthcare workers’ performance and hospital service quality. The study employed a quantitative explanatory research design involving 120 healthcare workers in a hospital setting. Data were collected using questionnaires and analyzed through multiple linear regression analysis. The findings demonstrate that authentic leadership has a positive and significant effect on healthcare workers’ performance, with a regression coefficient value of 0.648 and a significance level of 0.000. Furthermore, authentic leadership indirectly influences hospital service quality through healthcare workers’ performance, with an indirect effect value of 0.521. These findings indicate that leaders who demonstrate honesty, transparency, integrity, and interpersonal support are able to create a healthy work environment that enhances healthcare workers’ motivation, responsibility, and professionalism. Consequently, improved employee performance contributes to better hospital service quality, particularly in responsiveness, empathy, and communication with patients. This study highlights that authentic leadership is an effective leadership approach for strengthening healthcare human resources and improving hospital service quality in contemporary healthcare organizations.

Ruth Manurung; Cindy C. Nadeak; Helda H. Hia; Jesika P. Sitorus; Nurjasni Nurjasni +1 more

Publikasi Para ahli Bahasa dan Sastra Inggris 2026 Asosiasi Periset Bahasa Sastra Indonesia

This study examines the use of dysphemistic language in selected songs from Sabrina Carpenter’s Man’s Best Friend album. The research aims to identify the dysphemistic expressions found in the lyrics and to analyze how these expressions are linguistically constructed to convey emotional intensity and communicative meaning. The study applies a qualitative descriptive approach. The data consist of dysphemistic expressions collected from the selected song lyrics and classified according to the dysphemism categories proposed by Keith Allan and Kate Burridge. The analysis focuses on identifying the types of dysphemism and examining their function as a language strategy within the lyrical context. The findings indicate that dysphemistic expressions appear consistently in the lyrics and contribute to the expression of emotional tension and interpersonal conflict. These expressions also function as a stylistic device that shapes the tone and communicative impact of the songs. The study highlights the role of dysphemistic language as part of the expressive and stylistic resources used in contemporary pop music lyrics.

Irkhamilatul Faizah; Naily El Muna; Ashlihah Ashlihah

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to understand the role of E-Commerce in building customer loyalty, explain the process of loyalty formation, and assess how customers perceive service quality in relation to loyalty, using the GoFood service in Jombang as a case study. The rapid growth of online food delivery services has intensified competition, making customer loyalty a critical factor for sustainability. Employing a qualitative case study approach, data were collected through in-depth interviews with 30 GoFood customers and several drivers in the Jombang area. The findings reveal that E-Commerce platforms significantly enhance loyalty through user-friendly application interfaces, supporting features (such as live tracking, history, and digital payments), and beneficial promotions. The loyalty formation process occurs gradually through consistent positive experiences, moving from customer satisfaction to trust, and ultimately to habitual use. Crucially, the quality of driver services—including politeness, effective communication, punctuality, and order accuracy—emerged as a key determinant of customer comfort and repeat orders. This study implies that for E-Commerce platforms to maintain a competitive edge, strategies must integrate digital convenience with consistently reliable human interactions. The research contributes empirical insights from a semi-urban Indonesian context, highlighting that customer loyalty is not merely transactional but is built on a combination of technological ease, economic value, and positive interpersonal service experiences.

Argina Farenta; Annisa Rahman; Denisa Septiani; Mutia Najwa Khairunnisa; Novi Fayza Widi Putantri +3 more

RISOMA : Jurnal Riset Sosial Humaniora dan Pendidikan 2026 Asosiasi Ilmuwan Pendidikan, Sosial, dan Humaniora Indonesia

This study aims to describe the dynamics of students’ social relationships using sociometric techniques within the context of guidance and counseling services. Social relationships are an essential aspect of individual development, particularly for guidance and counseling students who are expected to possess strong interpersonal skills as future counselors. This research employed a descriptive quantitative approach using a sociometric questionnaire covering aspects of collaborative learning, group work, understanding difficult materials, and emotional support. The participants consisted of 21 students from the Guidance and Counseling study program, selected using a total sampling technique. The data were analyzed using frequency distribution of peer selection and presented in the form of a sociometric matrix and sociogram to facilitate the interpretation of social interaction patterns within the group. The findings revealed that social relationships were not evenly distributed but tended to be concentrated on certain individuals. Some students demonstrated high levels of selection, indicating their role as central figures in both academic and emotional interactions, while others showed low levels of selection, suggesting potential social isolation. These findings indicate that group dynamics are influenced by social skills, academic competence, and individual empathy. Therefore, guidance and counseling services play a crucial role in improving the quality of students’ social interactions through appropriate interventions, such as group guidance and social skills training. This study is expected to serve as a foundation for developing more effective and inclusive guidance and counseling services.

Elsa Setya Putri; Naily El Muna; Ashlihah Ashlihah

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the economy, yet limited access to capital remains a major obstacle. Sharia financing from Islamic microfinance institutions is expected to support MSME business sustainability. This study aims to analyze MSME customers' perceptions of sharia financing, identify the internal and external factors influencing these perceptions, and examine the dynamics of perception changes after receiving multiple financing facilities. This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews, observation, and documentation from MSME customers receiving sharia financing at BMT NU Ngoro Regional Office. Data validity was ensured through source and method triangulation. The findings indicate that MSME customers generally hold a positive perception of sharia financing. It is perceived as offering easy procedures, good service quality, and compliance with Islamic principles, thereby supporting capital increase and business sustainability. Perceptions are influenced by internal factors such as business experience and motivation, as well as external factors including market conditions and competition. Furthermore, customers' perceptions tend to become progressively more positive as their experience with receiving financing increases. The significant role of interpersonal service quality and mentoring in shaping positive perceptions is a key finding. In conclusion, sharia financing at BMT NU Ngoro Regional Office plays a vital role in supporting MSME business sustainability. Consequently, continuous improvement in service quality and business assistance is necessary.

Azkia Sopiatunnisa; Nida Nur Azizah; Sri Mulyeni

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study aims to analyze the influence of parenting styles on the development of social skills in early adolescence. The method used was a literature review. Researchers reviewed and synthesized the results of relevant previous studies, sourced from scientific journals and credible digital databases. The analysis results show a consistent relationship between the type of parenting style and the quality of social skills. Democratic parenting has been shown to make a significant positive contribution to communication skills, empathy, cooperation, emotional control, and adjustment in social environments. Adolescents raised with this parenting style tend to have better self-confidence and are able to build healthy social interactions at school and in the community. Conversely, authoritarian and permissive parenting styles tend to have less beneficial impacts. This is characterized by the emergence of social anxiety, low initiative, difficulty adhering to social norms, and limitations in establishing interpersonal relationships. These findings emphasize the crucial role of parents in shaping the social competence of early adolescents. The study concludes that implementing a balanced, consistent, and communicative parenting style is a key factor in supporting the development of social skills. Collaboration between the family and the educational environment needs to be strengthened.

Yufrida Nirwagiasih; Ayu Erni Jusnita; Zulaikha Zulaikha

International Journal of Social Science and Humanity 2026 Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

This study aims to explore the implementation of communication within routine counselling programmes as an intervention strategy to address student mental health issues at SMP Tri Guna Bhakti Surabaya. The investigation focuses on three primary problems: broken home backgrounds, lack of parental attention, and economic limitations. This research employed a qualitative descriptive approach, collecting data through in-depth interviews, participatory observation, and documentary studies involving school counsellors, teachers, students, and parents. Grounded in Interpersonal Communication Theory and Therapeutic Communication Theory, the analysis reveals that routine counselling programmes serve as a vital communication platform enabling empathetic, open dialogue between counsellors and students experiencing psychological distress. Key findings indicate that effective counselling communication requires consistent trust-building, active listening, and culturally sensitive message delivery tailored to each student’s unique circumstances. However, the study identifies significant systemic barriers, including student reluctance to disclose personal problems due to social stigma, limited counsellor availability, and insufficient parental engagement in follow-up communication. Despite these critical challenges, the implementation of the programme demonstrates substantial positive outcomes, including reduced student anxiety, improved academic motivation, and fostered psychological resilience. The study concludes that integrating structured interpersonal and therapeutic communication strategies within school counselling frameworks is essential for creating supportive, inclusive educational environments. These strategies are crucial to effectively address the multifaceted, urgent mental health needs of adolescents from vulnerable socioeconomic backgrounds, providing a scalable model for similar urban educational institutions.

Cindy Amelia Putri; Ahmad Arie Albani; Mu'alimin Mu'alimin

Jurnal Publikasi Ilmu Psikologi. 2026 Asosiasi Riset Ilmu Kesehatan Indonesia

Leadership in educational management has a strategic role in determining the success of educational implementation. This study aims to examine the integrative paradigm between psychology and leadership in educational management, focusing on the psychological dimensions of educational leadership. This research employs a qualitative approach using a systematic literature review method. Data were collected from scientific articles published between 2020 and 2026 through Google Scholar using Publish or Perish. The findings indicate that the integration of psychological perspectives into leadership significantly enhances organizational effectiveness, particularly in fostering work motivation, strengthening interpersonal communication, and improving adaptive decision-making. Furthermore, psychological approaches contribute to conflict management and the development of a positive organizational climate. The study also highlights that leadership effectiveness is strongly influenced by psychological characteristics such as personality, emotional intelligence, and empathy. Therefore, integrating psychology into leadership serves as a strategic foundation for advancing educational management and improving human resource performance sustainably.

Nurjannah Nurjannah; Sri Nurhayati Selian

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

This study aims to explore the subjective experiences of individuals in relationships with partners with Avoidant Personality Disorder (AvPD) tendencies through a qualitative approach. AvPD is characterized by a pattern of feelings of inadequacy, high sensitivity to rejection, and a tendency to avoid intense social interactions, including intimate relationships. The research method used a phenomenological design with in-depth interviews with three participants who had experience in romantic relationships with individuals with AvPD symptoms. Data were analyzed using thematic analysis techniques to identify emerging patterns of experience. The results showed that individuals in these relationships often experience complex emotional dynamics, such as confusion, frustration, and feelings of emotional unfulfillment. Participants expressed difficulties in building emotional closeness because their partners tended to maintain distance, avoid conflict, and have an excessive fear of rejection. On the other hand, participants also showed high empathy and attempted to understand their partners' psychological conditions, although this often resulted in emotional exhaustion. This study highlights the importance of psychological understanding, effective communication, and professional support in maintaining relationships with individuals with AvPD tendencies. These findings are expected to contribute to the development of psychological interventions and increase awareness of the dynamics of interpersonal relationships involving personality disorders.

Janice, Tiffany; Ni Luh Sekar Astuti

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

Young people often respond to stress through maladaptive patterns such as self-blame, avoidance, emotional withdrawal, and catastrophic thinking. These responses may provide temporary psychological protection, but they can also weaken emotional regulation, resilience, and interpersonal functioning over time. This study examines how Plato’s concept of eudaimonia and Jung’s analytical psychology can be integrated to interpret and address maladaptive responses in youth. Using a qualitative conceptual design supported by exploratory survey data, the study develops an interpretive framework that connects Jungian self-awareness with Platonic virtue-based self-regulation. The survey findings indicate that self-critical and avoidant tendencies were common among respondents, suggesting that many participants struggled to manage stress in reflective and constructive ways. In response, the article argues that Jung’s emphasis on recognizing hidden emotions and inner conflict can deepen psychological insight, while Plato’s emphasis on reason, virtue, and moral formation can guide individuals toward more balanced coping. The study contributes a humanistic framework for youth stress management that links emotional awareness, ethical self-governance, and personal flourishing. It also offers practical implications for educators, counselors, and families seeking more integrative approaches to youth well-being.

Janti Sudono; Tjang, Yanto Sandy; Laurentius Prasetyo; Mayong Andreas Acin

jurnal Riset Rumpun Agama dan Filsafat 2026 Pusat Riset dan Inovasi Nasional

Social change in the context of liquid modernity has significantly influenced how people understand interpersonal relationships, love, and commitment. Contemporary relationships tend to be flexible, temporary, and oriented towards the fulfillment of subjective needs, making loyalty and long-term commitment often viewed as a threat to personal autonomy. Based on Zygmunt Bauman's analysis of liquid modernity and liquid love, this study examines the crisis of modern relationships as an anthropological and theological crisis of meaning. Specifically, the study focuses on the Nota Doktrinal Una Caro as the Catholic Church's theological response to these relational dynamics. Using a library research method with a qualitative and analytical-hermeneutical approach, this study interprets magisterial texts in critical dialogue with the sociological theory of liquid modernity. The research findings show that the Nota Doktrinal Una Caro offers an integrated anthropological-theological vision by affirming Catholic marriage as a permanent, monogamous, and indissoluble communion of life and love. Fidelity is understood as the highest actualization of freedom, while sexuality is seen as an expression of total self-giving, offering an alternative to the fragmentation of modern relationships. The study also emphasizes the importance of a dialogical and formative approach in family counseling.

Raffa Shalsabila; Evy Nurmiati

WISSEN : Jurnal Ilmu Sosial dan Humaniora 2026 Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

The dominance of digital technology in contemporary society has led to a shift in human values. Technology no longer serves merely as a tool but has evolved into a crucial system shaping interaction, communication, and behavior. This study uses qualitative methods to examine how digital technology influences human values in modern society. For this purpose, a literature review was carried out, incorporating thematic analysis of relevant sources. According to this study, the prevalence of digital technology has significantly transformed many aspects of social life. This includes the transition from a user-centered paradigm to a more automated system-centered paradigm; the conversion of human identity into data representation in digital systems; as well as the move from in-person to online communication within social exchanges. These effects undermine the quality of social relationships, reduce empathy and interpersonal interaction, increase dependence on technology, and lead to dehumanization. Furthermore, changes in information perception have the potential to improve digital literacy but simultaneously reduce the quality of critical public reflection. Nevertheless, digital technology continues to offer advantages such as easier access to information and productivity gains. Therefore, strategic efforts are needed to improve user-centered technology, digital skills, and adaptable regulations.

Elsa Pramudita; Cinta Aprilia Putri; Wiwin Luqna Hunaida

Jurnal Ilmu Sosial, Bahasa dan Pendidikan 2026 Pusat Riset dan Inovasi Nasional

Group-based learning in the classroom plays a vital role in enhancing social interaction, individual responsibility, as well as students' critical thinking and collaborative skills. However, its implementation often faces challenges such as the dominance of certain members, social loafing, low participation, and interpersonal conflicts that hinder group effectiveness. This study aims to comprehensively examine the dynamics of learning groups by integrating four key aspects: the concept of group dynamics based on the Tuckman model, the characteristics of effective groups in cooperative learning, group formation techniques, and conflict management strategies. The research utilizes a qualitative approach with a literature study method, analyzing 25 sources including nationally accredited journals, academic books, and theses published between 2020 and 2024. Data analysis was conducted through reduction, thematic classification, content analysis, and conceptual synthesis. The results indicate that effective group dynamics can be achieved through the Tuckman stages, the application of the five elements of cooperative learning, the selection of appropriate group formation techniques with risk mitigation, and the implementation of the Thomas-Kilmann conflict management styles.The scientific contribution of this research is the development of an integrative model based on these four aspects, which serves as a conceptual framework to strengthen collaborative learning practices in the classroom. Practical implications include the formation of ideal groups consisting of 4–5 students, the establishment of initial group contracts, the use of dual assessment rubrics (individual and group), and peer evaluation mechanisms to enhance accountability and reflection.

Suarni Hulu; Maria Sihombing

Sukacita : Jurnal Pendidikan Iman Kristen 2026 Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

In the face of Indonesia’s escalating family crises amid rapid digital disruption and post-pandemic social recovery, this study proposes a novel “Dual-Ethos Synergy Model” that integrates the Fruits of the Spirit (Galatians 5:22–23) with the second principle of Pancasila, namely “Just and Civilized Humanity.” The study is grounded in qualitative fieldwork conducted at Gereja Bethel Indonesia Pemulihan Keluarga Allah (GBI PKA). The findings demonstrate that the integration of Christian spiritual values and civic ethics fosters restorative character formation within families and church communities. This synergy produces practical outcomes, including stronger empathy in community service, improved interpersonal relationships, and more constructive conflict resolution practices. Using data gathered through nine in-depth interviews, participant observations, and document analysis, the study addresses existing gaps in urban church discipleship by combining spiritual transformation with social responsibility and civic engagement. The proposed model also offers implications for scalable digital-hybrid ministry programs focused on family restoration and contributes to the development of contextual theological praxis within pluralistic and multicultural societies. Limitations of the study and recommendations for future research are also discussed.

Didit Setiawan; Achmad Fauzan Rachman

Journal of Educational Innovation and Public Health 2026 Pusat Riset dan Inovasi Nasional

The implementation of Hospital Management Information Systems (HMIS) has become a strategic imperative to enhance operational efficiency amidst the ongoing global digital health transformation era. This study aims to analyze the determinants of successful HMIS implementation and its impact on service efficiency and patient outcome quality. Employing a narrative review approach with thematic synthesis of literature from PubMed, Scopus, and ScienceDirect databases between 2016-2026, the study evaluates the relationship between technology investment and organizational performance. The synthesis results indicate that while HMIS significantly reduces administrative burdens and medication errors, a "digital paradox" exists where technical efficiency may disrupt interpersonal interactions between healthcare providers and patients if systems are not user-centered. Key success factors include data interoperability (HL7/FHIR standards), human resource readiness, and governance policy support. This study concludes that a patient-centered efficiency model is the fundamental basis for ensuring technology investments yield sustainable added value within the healthcare delivery system.

Lilis Adelika; Firda Harlidayana; Zara Mahfuza; Nur zakia Khoiron; Vika Sihombing +1 more

Jurnal Riset Rumpun Ilmu Bahasa 2026 Pusat riset dan Inovasi Nasional

This study examines the use of modality in Instagram posts to express interpersonal meaning and self-positioning in the context of digital personal branding. Based on Palmer’s (2001) theory, this study aims to identify the types of modality and their functions in conveying speakers’ attitudes, beliefs, obligations, and abilities. The data consist of 30 modal expressions analyzed using a qualitative semantic–pragmatic approach. The analysis reveals three types of modality: deontic, epistemic, and dynamic, with deontic modality as the most dominant (11 data/36.67%), followed by epistemic (10 data/33.33%) and dynamic (9 data/30%). Deontic modality is used to express obligation and social norms, for example through the use of harus and tidak boleh; epistemic modality expresses belief and degrees of certainty, such as mungkin and pasti; while dynamic modality indicates ability and intention, such as ingin and mau. These findings demonstrate that modality plays an important role in constructing interpersonal meaning and speaker positioning in digital discourse, particularly on Instagram.

Siti Ismatus Zahro; Husnul Hotimah; Sabrina Salsabila; Mu’alimin Mu’alimin

Jurnal Publikasi Ilmu Psikologi. 2026 Asosiasi Riset Ilmu Kesehatan Indonesia

This research aims to analyze the strategic role of management psychology in enhancing the performance and effectiveness of educational organizations through a systematic literature review. The development of modern educational organizations demands human resource management that is not only oriented toward administrative aspects but also considers the psychological dynamics of individuals, including behavior, motivation, and interpersonal relationships. The research method used is qualitative with a literature review approach, analyzing relevant scientific articles from the Google Scholar database. The results of the study indicate that management psychology contributes significantly to organizational productivity through three main aspects: effective organizational communication to build trust, psychology-based leadership that increases work motivation and satisfaction through recognition and fairness, and constructive conflict management that transforms tension into opportunities for innovation. The conclusion of this study emphasizes that the integration of various psychological dimensions, such as organizational citizenship behavior (OCB) and self-efficacy, is a key element in creating a conducive work environment. Therefore, leaders of educational institutions are advised to adopt a humanistic leadership style to optimize the potential of human resources and achieve superior educational quality in a sustainable and effective manner within the modern era.

Tila Januartiwi; Solehudin Solehudin; Inas Syabanasyah

Jurnal ilmu Kesehatan Umum 2026 Asosiasi Riset Ilmu Kesehatan Indonesia

This study aimed to analyze the relationship between nurses’ interpersonal conflict and job satisfaction at Hospital X Depok in 2025. Interpersonal conflict in the workplace may negatively affect nurses’ psychological well-being, performance, and quality of healthcare services, thereby reducing job satisfaction. This research employed a correlational analytic design with a cross-sectional approach. The study population consisted of all nurses working at Hospital X Depok, totaling 151 individuals, with a final sample of 121 respondents selected using purposive sampling. Data were collected using three instruments: a demographic questionnaire, an interpersonal conflict questionnaire based on Wexley’s theory, and the Minnesota Satisfaction Questionnaire (MSQ) short form to measure job satisfaction. Data analysis was conducted using univariate statistics and the Chi-Square test with a significance level of 0.05. The results showed that 55.4% of respondents experienced low interpersonal conflict, while 44.6% experienced high interpersonal conflict. Job satisfaction levels were relatively balanced, with 50.4% of nurses reporting high satisfaction and 49.6% reporting low satisfaction. The Chi-Square test indicated a significant relationship between interpersonal conflict and job satisfaction (p = 0.000). Nurses experiencing low interpersonal conflict tended to have higher job satisfaction, whereas those experiencing high interpersonal conflict predominantly reported low satisfaction. These findings highlight the importance of effective conflict management strategies, supportive leadership, and strengthened interpersonal communication to enhance nurses’ job satisfaction and improve the quality of healthcare services.

Lialut Iftiyah

International Journal of Economics, Management and Accounting 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the marketing strategies of maternal and child healthcare services in hospitals to enhance patient experience, emphasizing a shift from traditional promotional approaches toward the creation of a positive and empathetic patient experience. This research employs a systematic literature review of relevant studies published between 2021 and 2025, with analysis conducted through identification, selection, and thematic synthesis to determine key factors influencing patient satisfaction and loyalty. The findings indicate that the quality of interpersonal interactions and the efficiency of service processes are the primary determinants of patient experience, where factors such as staff empathy, clear communication, reduced waiting times, and well-structured service flows have a greater impact than the technical aspects of medical care. Hospitals should therefore prioritize people- and process-oriented strategies by implementing empathy training, enhancing communication effectiveness, and regularly measuring patient satisfaction, while also integrating digital services, ensuring cost transparency, and developing continuity of care programs to strengthen the patient experience holistically. This study proposes a holistic marketing framework that integrates empathy, efficiency, data-driven personalization, and environmental sustainability, highlighting a shift from a purely clinical orientation to an experiential marketing approach that places human values at the core of a hospital’s competitive advantage.