The Influence Of Digital Marketing, Health Insurance,On Revisit Intention Mediated By Patient’s Experience

Rifqah Vaiga* -  Postgraduate program in Master of Management, Adhirajasa Reswara Sanjaya University, Indonesia
A. Rohendi -  Postgraduate program in Master of Management, Adhirajasa Reswara Sanjaya University, Indonesia
Yuniati Lestari -  Postgraduate program in Master of Management, Adhirajasa Reswara Sanjaya University, Indonesia
DOI : 10.33024/jkm.v10i12.18574

Kesadaran masyarakat mengenai kesehatan gigi dan mulutnya sudah mulai meningkat. Banyaknya klinik dan praktek pribadi dokter gigi mengharuskan tiap-tiap klinik untuk bersaing. Transformasi digital dalam pemasaran (digital marketing) serta penggunaan asuransi medis (health insurance) merupakan suatu permasalahan yang dapat meningkatkan atau menurunkan angka kunjungan berulang di suatu klinik. Penelitian ini bertujuan untuk mengetahui pengaruh dari digital marketing dan asuransi kesehatan  terhadap kunjungan berulang dengan dimediasi oleh pengalaman pasien. Desain penelitian ini adalah jenis studi kuantitatif dengan menggunakan kuisioner. Penelitian ini dilakukan di Ismile Dental Clinic cabang Pancasila Pontianak, pada bulan Okotober 2024. Metode penelitian menggunakan Non Probability Sampling  dengan jumlah sampel sebanyak 100 responden. Analisis data yang digunakan adalah analisis regresi sederhana, uji sobel, dan uji regresi berganda. Hasil penelitian menggunakan uji sobel menunjukkan bahwa nilai p-value sebesar 0,01 untuk pengaruh digital marketing, dan health insurance terhadap revisit intention dengan dimediasi oleh aptient. Experience. Hasil penelitian menggunakan uji regresi berganda  terdapat hasil digital marketing 0,376,asuransi Kesehatan  0,760 , serta pengalaman pasien sebesar 0,35 terhadap kunjungan berulang. Kesimpulan dari penelitian ini ialah digital marketing,dan asuransi kesehatan  dapat berpengaruh terhadap kunjungan berulang dengan dimediasi oleh pengalaman pasien. 

 

Kata Kunci : Digital Marketing, Asuransi Kesehatan, , Kunjungan Berulang, Pengalaman Pasien

 

ABSTRACT

 

Public awareness of dental and oral health has begun to increase. The large number of clinics and private dental practices requires each clinic to compete. Digital transformation in marketing (digital marketing) and the use of medical insurance (health insurance) are issues that can increase or decrease the number of revisit intention to a clinic. This study aims to determine the effect of digital marketing and health insurance on revisit intention mediated by patient experience. The design of this study is a quantitative study type using a questionnaire. This study was conducted at the Ismile Dental Clinic, Pancasila Pontianak branch, in October 2024. The research method used Non Probability Sampling  with a sample size of 100 respondents. Data analysis used is simple regression analysis, sobel test, and multiple linear regression. The results of the study using the sobel test showed that the p-value was 0.01 for the influence of digital marketing, and health insurance on revisit intention mediated by patient. Experience. The results of the study using the multiple linear regression test showed that the results of digital marketing were 0.376, health insurance 0.760, and patient's experience of 0.35 on revisit intention. The conclusion of this study is that digital marketing and health insurance can influence revisit intention through the mediation of patient’s experience

 

Keywords : Digital Marketing, Health Insurance, Patient Experience, Revisit Intention

 
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