Peran Kualitas Informasi dan Pemasaran Digital Dalam Mendorong Citra dan Kesadaran Merek
DOI:
https://doi.org/10.38035/jemsi.v7i4.7854Keywords:
Citra Merek, Kesadaran Merek, Kualitas Informasi, Pemasaran DigitalAbstract
Mayoritas pasien masih mengenal rumah sakit ini terbatas hanya sebagai penyedia layanan ibu dan anak konvensional. Dominasi citra layanan persalinan tersebut mengakibatkan sebagian besar calon pasien tidak menyadari eksistensi layanan sub-spesialis seperti terapi hormon pertumbuhan dan layanan-layanan lainnya di center of excellence. Penelitian ini bertujuan menganalisis pengaruh pemasaran digital dan kualitas informasi terhadap kesadaran merek melalui mediasi citra merek. Penelitian dilakukan pada pasien di poliklinik center of excellence rumah sakit Edelweiss. Penelitian bersifat kuantatif sebab akibat dan dilakukan dalam suatu kurun waktu tertentu. Metode analisis data menggunakan PLS SEM. Hasil penelitian menemukan bahwa pemasaran digital, kualitas informasi, citra merek berpengaruh simultan terhadap kesadaran merek. Pemasaran digital, kualitas informasi, citra merek masing-masing berpengaruh positif terhadap kesadaran merek. Pemasaran digital dan kualitas informasi masing-masing berpengaruh positif terhadap citra merek. Citra merek mampu memediasi pengaruh pemasaran digital dan juga kualitas informasi terhadap kesadaran merek. Implikasi manajerial akan dibahas lebih lanjut dalam penelitian ini.
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