Panduan Penulisan
Analisis Pengaruh Social Media Marketing terhadap Kepuasan, Kepercayaan, Komitmen, Citra Merek, dan Word of Mouth Pasien Klinik
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ABSTRACT
Healthcare services in Indonesia are increasingly utilizing social media as a marketing strategy to strengthen relationships with patients and enhance brand image. This study aims to analyze the influence of Social Media Marketing (SMM) on customer satisfaction, trust, commitment, brand image, and Word of Mouth (WoM) in the context of healthcare services at Clinic X. The research employed a quantitative approach with a cross-sectional design. The sample consisted of 400 patients who had used the clinic’s services and interacted through social media. Data were collected using an online questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results indicate that SMM significantly affects patient satisfaction, trust, commitment, and brand image. Patient satisfaction also positively influences trust and commitment, although the effect of trust on commitment was not statistically significant. Additionally, satisfaction, trust, commitment, and brand image collectively influence Word of Mouth (WoM). These findings highlight the strategic importance of social media utilization in improving patient experience and fostering loyalty. This study is limited by its geographical scope and the subjective nature of its measurements. Future research is recommended to expand to various regions, adopt mixed-method approaches, and explore cultural and demographic factors that may influence the effectiveness of SMM in healthcare marketing.
Keywords : social media marketing, customer satisfaction, trust, commitment, brand image, word of mouth, healthcare services
ABSTRAK
Layanan kesehatan di Indonesia semakin memanfaatkan media sosial sebagai strategi pemasaran untuk membangun hubungan yang lebih kuat dengan pasien dan meningkatkan citra merek. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing (SMM) terhadap kepuasan pelanggan, kepercayaan, komitmen, citra merek, dan Word of Mouth (WoM) dalam konteks layanan kesehatan di Klinik X. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode cross-sectional. Sampel dalam penelitian ini adalah 400 pasien yang telah menggunakan layanan klinik dan berinteraksi melalui media sosial, dengan pengumpulan data menggunakan kuesioner online dan analisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa SMM berpengaruh signifikan terhadap kepuasan pasien, kepercayaan, komitmen, dan citra merek. Kepuasan pasien juga terbukti mempengaruhi kepercayaan dan komitmen, meskipun pengaruh kepercayaan terhadap komitmen tidak signifikan. Selain itu, variabel kepuasan, kepercayaan, komitmen, dan citra merek secara kolektif berpengaruh terhadap Word of Mouth (WoM). Temuan ini menegaskan pentingnya pemanfaatan media sosial sebagai alat pemasaran strategis dalam meningkatkan pengalaman pasien dan loyalitas mereka. Penelitian ini memiliki keterbatasan pada ruang lingkup geografis dan pendekatan subjektif dalam pengukuran. Penelitian lanjutan disarankan untuk mencakup berbagai wilayah, menggunakan metode gabungan, serta mengeksplorasi faktor budaya dan demografis pasien untuk memperkaya pemahaman tentang efektivitas SMM dalam layanan kesehatan.
Kata kunci: social media marketing, kepuasan pelanggan, kepercayaan, komitmen, citra merek, word of mouth, layanan kesehatan
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DOI: https://doi.org/10.33024/mahesa.v6i8.26201
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