Pengaruh Electronic Word of Mouth dan Digital Marketing Terhadap Revisit Intention yang Dimediasi Hospital Image Pada Pasien Rumah Sakit X Bogor

Authors

  • Sari Putri Utami Universitas Esa Unggul, Jakarta, Indonesia
  • Aprilita Rina Yanti Universitas Esa Unggul, Jakarta, Indonesia
  • Hasyim Hasyim Universitas Esa Unggul, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i2.3572

Keywords:

Digital Marketing, electronic word of mouth, Hospital Image, Revisit Intention

Abstract

Jumlah kunjungan merupakan hal penting bagi karena akan berdampak pada keberlanjutan pengelolaan operasional rumah sakit. Permasalah di RS X Bogor ialah menurunnya tingkat kunjungan ulang serta kurangnya niat pasien untuk berkunjung ulang. Tujuan Penelitian adalah memberikan solusi bagi upaya peningkatan jumlah kunjungan rumah sakit dengan melakukan identifikasi terhadap faktor-faktor yang menyebabkan berkurangnya niat kunjungan ulang. Penelitian menggunakan desain kuantitatif kausalitas yang menganalisis pengaruh sebab akibat beserta analisis deskriptif menggunakan three box method. Metode pengambilan sampel menggunakan purposive sampling yang dibatasi dengan kriteria inklusif. Jumlah responden sebanyak 220 pasien. Metode analisis data menggunakan partial least square equation modeling. Hasil penelitian menunjukkan electronic word of mouth masing-masing berpengaruh positif terhadap hospital image dan revisit intention. Digital marketing masing-masing berpengaruh positif terhadap hospital image dan revisit intention. Hospital image berpengaruh positif terhadap revisit intention. Penelitian selanjutnya dapat memperluas cakupan ruang di tingkat kota atau yang lebih besar guna menggeneralisasikan hasil penelitian. Penelitian selanjutnya dapat menggunakan pasien khusus BPJS atau Non BPJS saja untuk melihat perbedaannya.

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Published

2024-12-23

How to Cite

Sari Putri Utami, Aprilita Rina Yanti, & Hasyim, H. (2024). Pengaruh Electronic Word of Mouth dan Digital Marketing Terhadap Revisit Intention yang Dimediasi Hospital Image Pada Pasien Rumah Sakit X Bogor. Jurnal Ekonomi Manajemen Sistem Informasi, 6(2), 1130–1139. https://doi.org/10.38035/jemsi.v6i2.3572

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Vol. 6 No. 2 (2024): Jurnal Ekonomi Manajemen Sistem Informasi (November - Desember 2024)

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