PERAN ASOSIASI MEREK MEMEDIASI PEMASARAN MEDIA SOSIAL DAN PENGALAMAN PASIEN TERHADAP NIAT KUNJUNGAN ULANG
Abstract
Pendahuluan: Penelitian ini berdasarkan hasil observasi awal yang menunjukkan adanya penurunan jumlah pasien kategori non-BPJS di tahun 2023. Penelitian ini bertujuan untuk mengungkap secara empiris pengaruh pemasaran media sosial dan pengalaman pasien terhadap niat kunjungan ulang dengan asosiasi merek sebagai variabel intervening. Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional. Populasi yang digunakan adalah pasien rawat jalan umum yang telah berkunjung lebih dari sekali. Teknik pengambilan sampel dilakukan dengan metode non-probability, dengan perhitungan yang mengalikan jumlah indikator dengan 5 kali observasi, sehingga diperoleh sampel sebanyak 250 responden. Data dikumpulkan menggunakan kuesioner, sementara analisis data dilakukan dengan metode three-box dan PLS-SEM menggunakan program Smart-PLS. Hasil dan Pembahasan: Hasil penelitian membuktikan bahwa pemasaran media sosial dan pengalaman pasien memiliki pengaruh signifikan terhadap niat kunjungan ulang dengan asosiasi merek sebagai variabel intervening. Kedua variabel tersebut berpengaruh positif terhadap asosiasi merek dan niat kunjungan ulang. Asosiasi merek juga memberikan pengaruh signifikan terhadap niat kunjungan ulang serta memediasi pengaruh pemasaran media sosial dan pengalaman pasien. Kesimpulan: Di antara variabel yang diuji, asosiasi merek adalah variabel paling dominan dalam memengaruhi niat kunjungan ulang, sedangkan pemasaran media sosial memiliki pengaruh paling lemah.
Downloads
References
Abruruman, A., Kumail, T., Sadiq, F., & Abbas, S.M. (2020). Influence of Brand Equity on Intentions to Visit Tourist Destinations: The Case of United Arab Emirates Outbound Travellers. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 14(9), 2020. www.ijicc.net
Armutcu, B., Tan, A., Amponsah, M., Parida, S., & Ramkissoon, H. (2023). Tourist behaviour: The role of digital marketing and social media. Acta Psychologica, 240, 104025. https://doi.org/https://doi.org/10.1016/j.actps y.2023.104025
Battour, M., Noviyani, N. A., Ratnasari, R. T., Aboelmaged, M., & Eid, R. (2022). The Impact of HDA, Experience Quality, and Satisfaction on Behavioral Intention: Empirical Evidence from West Sumatra Province, Indonesia. Sustainability, 14(8). https://doi.org/10.3390/su14084674
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer Behavior. Thomson South-Western.
Boyle, B. (2015). The Patient Experience: The Importance of Care, Communication, and Compassion in the Hospital Room. Skyhorse.
Choctaw, W. T. (2015). Transforming the Patient Experience: A New Paradigm for Hospital and Physician Leadership. Springer International Publishing.
Ferdinand, A. (2014). Metode Penelitian Manajemen. BP Undip.
Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of Hospital Brand Equity-A Systematic Literature Review. International Journal of Environmental Research and Public Health, 19(15). https://doi.org/10.3390/ijerph19159026
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson Education Limited.
Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., D, E., Wijoyo, H., Yonata, H., Koho, R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6. https://doi.org/10.5267/j.ijdns.2022.1.015
Hidayah, S., & Astuti, R. (2023). The Effect of Social Media Marketing Activities on Revisit Intention at the Coffee Shop in Indonesia (pp. 40–50). https://doi.org/10.2991/978-94-6463-216-3_4
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism. Sustainability, 13(4). https://doi.org/10.3390/su13042277
Jenkinson, C., Coulter, A., & Bruster, S. (2002). The picker patient experience questionnaire: Development and validation using data from in-patient surveys in five countries. International Journal for Quality in Health Care, 14(5), 353–358. https://doi.org/10.1093/intqhc/14.5.353
Karunaratne, A. (2021). Impact of Brand Equity Dimensions on Repurchase Intention: Evidence from Soft Drinks Consumption of Adolescents. South Asian Journal of Business Insights, 1, 3–24. https://doi.org/10.4038/sajbi.v1i1.37
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119. https://doi.org/10.1108/PRR-08-2019-0029
Kotler, P., & Keller, K. L. (2017). Marketing Management. Pearson Education South Asia Pte Limited.
Nurittamont, C., Phayaphrom, W., & Jatiyananda, C. (2022). Understanding the Social Media Marketing Activities Influence on Revisit Intention in Beauty Clinics: The Case Study in Bangkok, Thailand. 4, 31–45. https://doi.org/10.14456/aamr.2021.4
Octaviani, S., Antonio, F., & Andy, A. (2023). The antecedents of patient experience of aesthetic clinic and its impact on revisit intention. South African Journal of Business Management, 54. https://doi.org/10.4102/sajbm.v54i1.382
Pai, C., Kang, S., Liu, Y., & Zheng, Y. (2021). An Examination of Revisit Intention Based on Perceived Smart Tourism Technology Experience. Sustainability, 13(2). https://doi.org/10.3390/su13021007
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer experience and commitment on eWOM and revisit intention: A case of Taladtongchom Thailand. Cogent Business \& Management, 9(1), 2108584. https://doi.org/10.1080/23311975.2022.2108 584
Prasanna, D., & Parida, D. K. (2021). THE IMPACT OF SOCIAL MEDIA SHARING ON BRAND ASSOCIATION OF STARTUPS: A STUDY ON IT STARTUPS IN HYDERABAD, INDIA. Academy of Marketing Studies Journal, Volume 25.
Putri, M. N. D. A., Farida, N., & Arso, S. P. (2023). The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital. Journal of Public Health for Tropical and Coastal Region, 6(1), 14–20. https://doi.org/10.14710/jphtcr.v6i1.17601
Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6(1), 13. https://doi.org/10.1186/s43093-020-00021-0
Ryan, D., & Jones, C. (2008). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. Kogan Page.
Schiffman, L. G., & Kanuk, L. L. (2009). Consumer Behavior. Pearson Prentice Hall.
Shi, H., Liu, Y., Kumail, T., & Pan, L. (2022). Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity. Tourism Review, 77(3), 751–779. https://doi.org/10.1108/TR-08-2021-0371
Sun, B. J. (2023). Brand Equity, Perceived Value and Revisit Intention in the Us Mid-priced Hotel Segment. https://api.semanticscholar.org/CorpusID:84 10529
Suprapto, Y. (2023). The Influencing Factors of Customer Experience And Its Effect On Brand Equity In Seto Hasbadi Hospital Bekasi. Jurnal Manajemen, 14, 42. https://doi.org/10.32832/jm-uika.v14i1.8669
Woo, S., & Choi, M. (2021). Medical service quality, patient satisfaction and intent to revisit: Case study of public hub hospitals in the Republic of Korea. PloS One, 16(6), e0252241. https://doi.org/10.1371/journal.pone.0252241
Yaqian, Z. (2021). The Impact of CostumerBased Brand Equity on Revisit Intentions: An Empirical Study of Five Sahanghai Budget Hotels. AUGSB EJournal (Online), 4(1), 68–81.
An author who publishes in the Journal of Nursing and Public Health agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Journal of Nursing and Public Health is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
