CLINIC IMAGE AND PATIENT VISITS: THE SERVICE-DIGITAL MARKETING CONNECTION
Abstract
This study aims to investigate how the quality of service and digital marketing affect patients' interest in visiting a clinic, both directly and indirectly, with the clinic's reputation playing a middle role. The study involved 3,574 patients at the Aka Medical Center Primary Clinic in 2022, and 100 of them were surveyed for this research, which used statistical methods to analyze the data. Before the analysis, the researchers checked the accuracy and reliability of the survey. Then, they examined the collected data using statistical tests. The results show that the quality of service and digital marketing significantly influence patients' interest in visiting the clinic, both directly and through the clinic's reputation. This means that when the clinic provides excellent service and uses effective digital marketing, it boosts its reputation, which, in turn, attracts more patients.
Downloads
References
Afifah, A. N., & Najib, M. (2022). Digital marketing adoption and the influences towards business successes of MSMEs creative sector in Indonesia and Malaysia. Jurnal Aplikasi Manajemen, 16(3), 377-386.
Ajzen, I., & Fishbein, M. (2005). The influence of attitudes on behaviour. The Handbook of Attitudes. https://doi.org/10.1007/BF02294218
Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing Strategy, Implementation, and Practice. 6 ed. United Kingdom: Pearson Education Limited.
Fawaid, A. (2017). Pengaruh digital marketing system, terhadap daya saing penjualan susu kambing etawa. IQTISHADIA Jurnal Ekonomi & Perbankan Syariah, 4(1), 104-119.
Frost, R., & Strauss, J. (2016). E-marketing. Routledge.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research. In European Business Review (Vol. 26, Issue 2). https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An Assessment of The Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3). https://doi.org/10.1007/s11747-011-0261
Kotler. (2013). Manajemen Pemasaran Jilid 2. In Penerbit Erlangga.
Kotler, P., & Armstrong, G. (2012). Prinsip-Prinsip Pemasaran Edisi 13. Journal of Chemical Information and Modeling, 01(01).
Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran Jilid 1. In Jakarta.
Kotler, P., Kartajaya, H., Setiawan, I. (2019). Marketing 4.0 Bergerak dari. Tradisional Ke Digital. Jakarta: PT Gramedia Pustaka Utama.
Lupiyoadi, R. (2010). Manajemen Pemasaran Jasa: Berbasis Kompetensi Edisi 3. Penerbit Salemba.
Peter, P. J., & Olson, J. C. (2013). Perilaku Konsumen dan Strategi Pemasaran. In Salemba Empat.
Pratiwi, T. C. R., & Widiyastuti, T. (2018). Analisis citra perusahaan terhadap keputusan pembelian motor merek Yamaha di CV Alvina Indah Motor Blitar. Jurnal Penelitian Manajemen Terapan (PENATARAN), 3(2), 161-169.
Prayitno, A. (2020). Pengertian digital marketing menurut para ahli, strategi, dan perkembangannya di indonesia. Internet: https://www. justaris. com/pengertiandigital-marketing-menurut-para-ahli-strategidan-perkembangannya-di-indonesia/,[25 November 2020].
Purnomo. (2011). Metodologi Penelitian Sosial. Jakarta: PT. Bumi Aksara.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1-17.
Rangkuti, F. (2009). Measuring Customer Satisfaction Teknik Mengukur Strat. Meningk. Kep. Plg. Gramedia Pustaka Utama.
Sabila, N. (2019). Pengantar belajar digital marketing. Semarang: Stekom.
Schiffman, L., & Kanuk, L. L. (2007). Perilaku Konsumen Edisi Kedua. In PT. Indeks Gramedia.
Steinmetz, Lawrence L. (2011). How to Sell at Margings Higher than Your competitors. University of Michigan.
Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian. In 1.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
Yacob, S., Johannes, J., & Qomariyah, N. (2019). Does Destination Attractiveness And Destination Image Create Increase Of Visiting Intention In Indonesia Rural Tourism? Sriwijaya International Journal Of Dynamic Economics And Business. https://doi.org/10.29259/sijdeb.v3i2.122-133
Zhang, Y. (2009). A Study of Corporate Reputation’s Influence on Customer Loyalty Based on PLS-SEM Model. International Business Research, 2(3). https://doi.org/10.5539/ibr.v2n3p28
