This study aims to determine and analyze the effect of innovation strategies and service quality on customer (patient) satisfaction and loyalty during the covid-19 pandemic. This study using a quantitative approach with a sampling technique. It applied non-probability sampling for distributing the questionnaire. The population in this study are patients at the National Hospital Dr Cipto Mangunkusumo Jakarta. This study uses a Structural Equation Model (SEM) approach using the Smart PLS version 3.2.9 program. Based on the results of the research that has been done, it was found that service innovation and service quality have a significant positive effect on customer satisfaction, and also service innovation, service quality, and customer satisfaction have a significant positive effect on customer loyalty