Panduan Penulisan
Peran Media Sosial Terhadap Perilaku Konsumen dalam Kunjungan Pelayanan Kesehatan
Sari
Social media have been widely used for health-related purposes. Many consumer decisions are based on a combination of previous experience and external information obtained from social media. This study aims to determine the role of social media on consumer behavior when seeking health care services, using a systematic review study. Articles published in the last four years in Proquest, Google Scholar, and PubMed databases were systematically reviewed. Fourteen articles meeting the inclusion and exclusion criteria were selected for further review. Findings regarding the role of social media on consumer behavior in health care visits were systematically synthesized. Publications on the role of social media on consumer behavior in health care visits were reviewed and 14 articles were included in this review. Fourteen articles can be identified that explore various consumer behaviors related to the impact of using social media for health purposes, including decision making in selecting health facilities for first visits, repeat visits, and even changing doctors/service facilities. This review attempts to identify the influence of social media use on consumer behavior. A strategy that can be used by doctors or service providers to attract new patients and retain old patients is to understand consumer behavior patterns and increase the use of social media according to consumer tastes and needs.
Keywords: Social Media, Patient Loyalty, Patient Visits, Purchase Intention
ABSTRAK
Media sosial telah banyak digunakan untuk tujuan yang berhubungan dengan kesehatan. Banyak keputusan konsumen didasarkan pada kombinasi pengalaman sebelumnya dan informasi eksternal yang diperoleh dari media sosial. Penelitian ini bertujuan untuk mengidentifikasi peran media sosial terhadap perilaku konsumen dalam kunjungan di pelayanan kesehatan dengan menggunakan studi tinjauan sistematik. Artikel yang diterbitkan dalam empat tahun terakhir di database Proquest, Google Scholar, dan PubMed ditinjau secara sistematis. Empat belas artikel yang memenuhi kriteria inklusi dan eksklusi dipilih untuk ditinjau lebih lanjut. Temuan mengenai peran media sosial terhadap perilaku konsumen dalam kunjungan di pelayanan kesehatan disintesis secara sistematis. Publikasi tentang peran media sosial terhadap perilaku konsumen dalam kunjungan di pelayanan kesehatan diskrining dan 14 artikel dilibatkan dalam penelitian ini. Empat belas artikel mengeksplorasi berbagai perilaku konsumen berkaitan dengan dampak penggunaan media sosial dengan tujuan kesehatan dapat diidentifikasi diantaranya pengambilan keputusan dalam pemilihan fasilitas kesehatan untuk pertama kali kunjungan, kunjungan ulang bahkan berganti dokter/fasilitas pelayanan Tinjauan ini berupaya mengidentifikasi pengaruh penggunaan media sosial terhadap perilaku konsumen. Strategi yang bisa dilakukan oleh dokter atau penyedia pelayanan untuk menarik pasien baru dan mempertahankan pasien lama adalah dengan memahami pola perilaku konsumen dan meningkatkan pemanfaatan media sosial sesuai dengan selera dan kebutuhan konsumen.
Kata Kunci: Media Sosial, Loyalitas Pasien, Kunjungan Pasien, Niat Membeli
Teks Lengkap:
Download ArtikelReferensi
Al Aufa, B., Sipahutar, K.Y., (2022). The Effect of Brand Awareness and Social Media Marketing on the Intention to Use Medical Check-Up Services at the Universitas Indonesia Hospital. Proceedings 83, 27. https://doi.org/10.3390/proceedings2022083027
Al-Khalifa, K.S., (2024). The Use of Instagram Among Dental Patients in Saudi Arabia. Acta Informatica Medica 32, 54–60. https://doi.org/10.5455/aim.2024.32.54-60
Barqawi, H.J., Samara, K.A., Chame, H.Q.A., Shyyab, I.M.A., Almaazmi, M.A., (2023). Emirati Adolescents’ and Young Adults’ Usage of Social Media for Health Information. Children 10. https://doi.org/10.3390/children10101636
Charles-Smith, L.E., Reynolds, T.L., Cameron, M.A., Conway, M., Lau, E.H.Y., Olsen, J.M., Pavlin, J.A., Shigematsu, M., Streichert, L.C., Suda, K.J., Corley, C.D., (2015). Using Social Media for Actionable Disease Surveillance and Outbreak Management: A Systematic Literature Review. PLoS One 10. https://doi.org/10.1371/journal.pone.0139701
Cheston, C.C., Flickinger, T.E., Chisolm, M.S., (2013). Social Media Use in Medical Education: A Systematic Review. Academic Medicine 88, 893. https://doi.org/10.1097/ACM.0b013e31828ffc23
Clemensen, J., Danbjørg, D., Syse, Coxon, I., 2016. Clemensen, J; Danbjørg D.; Syse, M.; Coxon, I. (2016). The rise of patient 3.0: The impact of social media, 8th International Conference e-Health, Madeira, Portugal, 1-3 July 2016.
Dzakiyya, N.M., Hati, S.R.H., (2024). The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals. Journal La Sociale 5, 505–517. https://doi.org/10.37899/journal-la-sociale.v5i2.1065
Freire, Y., Sánchez, M.G., Suárez, A., Joves, G., Nowak, M., Díaz-Flores García, V., (2023). Influence of the use of social media on patients changing dental practice: a web-based questionnaire study. BMC Oral Health 23, 365. https://doi.org/10.1186/s12903-023-03078-9
Gomes, F.C., Antonio, F., Laot, P.A.M.E., Gomes, E.E.C., (2023). The impact of social media marketing efforts on visit intention: a case study in Flodova Clinic, Dili, Timor Leste. Bali Medical Journal 12, 2320–2329. https://doi.org/10.15562/bmj.v12i2.4570
Hariyanti, T., Kurniawan, G., Yunus, A., Saputro, D., Husada, U.C., Rhynanti, C.L., Rohman, F., (2023). The Influence of Social Media Marketing on Patient Visit Intention Mediated by Brand Awareness. JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) 12, 163–178. https://doi.org/10.18196/jmmr.v12i2.67
Hidayah, N. (2018). Analisis strategi digital marketing dalam membantu penjualan living space dan efo store.
Huang, M., Gutiérrez-Sacristán, A., Janiak, E., Young, K., Starosta, A., Blanton, K., Azhir, A., Goldfarb, C.N., Kuperwasser, F., Schaefer, K.M., Stoddard, R.E., Vatsa, R., Merz-Herrala, A.A., Bartz, D., 2024. Contraceptive content shared on social media: an analysis of Twitter. Contraception and Reproductive Medicine 9, 1–11. https://doi.org/10.1186/s40834-024-00262-2
Karim, A. (2021). Analisis Sentimen pada Komentar Sosial Media Instagram Layanan Kesehatan BPJS Menggunakan Naïve Bayes Classifier (Doctoral dissertation, Universitas Islam Sultan Agung).
Kaplan, A.M., Haenlein, M., (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53, 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Khairuni, N. (2016). Dampak positif dan negatif sosial media terhadap pendidikan akhlak anak (studi kasus di smp negeri 2 kelas viii banda aceh). JURNAL EDUKASI: Jurnal Bimbingan Konseling, 2(1), 91-106.
Korda, H., Itani, Z., (2013). Harnessing Social Media for Health Promotion and Behavior Change. Health Promotion Practice 14, 15–23. https://doi.org/10.1177/1524839911405850
Kurniawan, R., Berlianto, M.P., (2022). The Role of Social Media Toward Patient Satisfaction and Patient Loyalty in Private Hospitals. 1 12, 1976–1985. https://doi.org/10.35335/enrichment.v12i2.493
McGowan, B.S., Wasko, M., Vartabedian, B.S., Miller, R.S., Freiherr, D.D., Abdolrasulnia, M., (2012). Understanding the Factors That Influence the Adoption and Meaningful Use of Social Media by Physicians to Share Medical Information. Journal of Medical Internet Research 14, e2138. https://doi.org/10.2196/jmir.2138
Nafisah, M. (2022). Gambaran Perilaku Mengkonsumsi Buah Dan Sayur Pada Anak Sekolah Dasar Dalam Program Masyarakat Hidup Sehat Di Mi Al-Huda Kecamatan Kedungkandang Kota Malang (Doctoral Dissertation, Itsk Rs dr. Soepraoen).
Nisha, B., Morgan, S., Samantha, C., Agnes, H., (2023). TikTok Influence on Rates of Tonsillectomies for Tonsil Stones. Cureus 15. https://doi.org/10.7759/cureus.37957
Nsoesie, E.O., Flor, L., Hawkins, J., Maharana, A., Skotnes, T., Marinho, F., Brownstein, J.S., (2016). Social Media as a Sentinel for Disease Surveillance: What Does Sociodemographic Status Have to Do with It? PLoS Curr 8, ecurrents.outbreaks.cc09a42586e16dc7dd62813b7ee5d6b6. https://doi.org/10.1371/currents.outbreaks.cc09a42586e16dc7dd62813b7ee5d6b6
Pratiwi, N.N., Afif, N.C., Sutrisna, E., (2022). The Role of Social Media Toward Patient Satisfication and Patient Loyalty in Private Clinic. Proceeding of International Conference Sustainable Competitive Advantage 3.
Purwatiningsih, S. D., Inayah, R., & RadjaGukguk, S. (2020). Etika Komunikasi dalam Penggunaan Media Sosial Facebook Sebagai Sarana Media Interaksi. Ikon--Jurnal Ilmiah Ilmu Komunikasi, 24(3), 246-266.
Puspitasari, I., Firdauzy, A., (2019). Characterizing Consumer Behavior in Leveraging Social Media for E-Patient and Health-Related Activities. International Journal of Environmental Research and Public Health 16, 3348. https://doi.org/10.3390/ijerph16183348
Radu, G., Solomon, M., Gheorghe, C., Hostiuc, M., Bulescu, I., Purcarea, V., (2017). The adaptation of health care marketing to the digital era. J Med Life 10, 44–46.
Rahmah, S.N., (2024). The Influence of Social Media Marketing through Instagram on the Patients’ Interest in Visiting a Hospital. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 7, 945–964. https://doi.org/10.31538/iijse.v7i1.3813
Salhab, H., Al-Amarneh, A., Aljabaly, S., Zoubi, M., Othman, M., (2023). The impact of social media marketing on purchase intention: The mediating role of brand trust and image 7, 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Santillana, M., Nguyen, A.T., Dredze, M., Paul, M.J., Nsoesie, E.O., Brownstein, J.S., (2015). Combining Search, Social Media, and Traditional Data Sources to Improve Influenza Surveillance. PLOS Computational Biology 11, e1004513. https://doi.org/10.1371/journal.pcbi.1004513
Schiffman, L.G., Wisenblit, J., (2019). Consumer Behavior, Twelfth. ed. Pearson, New York.
Shi, J., Poorisat, T., Salmon, C.T., (2018). The Use of Social Networking Sites (SNSs) in Health Communication Campaigns: Review and Recommendations. Health Communication 33, 49–56. https://doi.org/10.1080/10410236.2016.1242035
Singh, A., Gaurav, M., Gupta, V.K., Kumar, S., J, P.K.A., (2024). Social Media Impact on Self-Perceived Oral Health Practices Among Patients Visiting Tertiary Care Hospital in Lucknow: A Cross-Sectional Study. Cureus 16. https://doi.org/10.7759/cureus.56206
Venkatesh, V., Thong, J.Y.L., Xu, X., (2016). Unified Theory of Acceptance and Use of Technology: A Synthesis and the Road Ahead.
Yang, Q., (2017). Are Social Networking Sites Making Health Behavior Change Interventions More Effective? A Meta-Analytic Review. Journal of Health Communication 22, 223–233. https://doi.org/10.1080/10810730.2016.1271065
DOI: https://doi.org/10.33024/mahesa.v4i11.15992
Refbacks
- Saat ini tidak ada refbacks.
Publisher: Universitas Malahayati Lampung
Semua artikel dapat digunakan dibawah lisensi Creative Commons Attribution-ShareAlike 4.0 International License
kostenlose besucherzähler