The Influence of Hospital Digital Marketing on Patient Loyalty through Patient Experience: A Study of Hospitals in Makassar, Indonesia
DOI:
https://doi.org/10.52783/jns.v14.3661Keywords:
digital marketing, patient loyalty, patient experience, hospitalAbstract
Background. Competition in the healthcare industry has intensified, requiring hospitals to adopt effective marketing strategies to maintain patient loyalty. Digital marketing is one of the key solutions in improving patient experience which directly contributes to patient loyalty. Objective. This study aims to analyse the effect of hospital digital marketing on patient loyalty through patient experience of hospitals in Makassar.
Methods. This study used a correlation analytic method with a cross-sectional design. The study was conducted in three hospitals in Makassar, namely Wahidin Sudirohusodo General Hospital, Stella Maris Hospital, and Hasanuddin University Hospital, from March to June 2024. The study population was all outpatients who used the general payment method. The sampling technique used proportionate stratified random sampling, with a total sample of 393 patients. Primary data were collected through questionnaires and interviews, while secondary data were obtained from literature and relevant agencies. Data analysis was conducted using the SPSS programme, with univariate and bivariate techniques and multivariate using PATH analysis.
Results. The results of this study indicate that there is an effect of digital marketing on patient loyalty through patient experience with a significant value (0.010). Overall, the results of this study confirm the importance of implementing effective digital marketing in increasing patient loyalty through patient experience in hospitals. This study concludes that hospital digital marketing has a significant influence on patient loyalty through patient experience.
Conclusions. Effective digital marketing, which includes the use of social media, websites and mobile apps, is able to improve patient experience, which in turn strengthens patient loyalty. Although patient experience has an indirect influence on loyalty, the results show that digital marketing makes a major contribution in creating positive experiences that influence patient satisfaction and commitment
Downloads
Metrics
References
Kotler, P. & Keller, K. L.,2016. Marketing Management. 15 ed. Pearson, England.
Mishra, T.,2018. Importance of Digital Marketing Services for Healthcare Professionals in the Context of Bangladesh. BRAC University.
Risnawati,2021. Informasi teknologi di dunia ilmu kesehatan. ed. CV. Media Sains Indonesia, Bandung.
Mouratidis, K. & Papagiannakis, A., 2021. COVID-19, Internet, and Mobility: The Rise of Telework, Telehealth, E-learning, and E-shopping. Sustainable Cities and Society. 74. doi:https://doi.org/10.1016/j.scs.2021.103182.
Pasaribu, S. B., Novitasari, D., Goestjahjanti, F. S. & Hendratono3, T., 2022. The Impact and Challenges of Digital Marketing in The Health Care Industry During the Digital Era and The COVID-19 Pandemic. Frontiers in Public Health. doi:10.3389/fpubh.2022.969523.
Haryanto, T. & Azizah, S. N.,2021. Pengantar Praktis Pemasaran Digital. ed. UM Purwokerto Press, Purwokerto.
Chaffey, D.,2016. Digital Marketing: Strategi, Implamentation, and Practice. 6 ed. Pearson, United Kingdom.
Tiago, M. T. P. M. B. & Veríssimo, J. M. C., 2014. Digital marketing and social media: Why bother? Business Horizons 57, 703-708. doi:https://doi.org/10.1016/j.bushor.2014.07.002.
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L. & Mohamed Zaki, 2018. Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management. doi:https://doi.org/10.1108/JOSM-04-2018-0113.
Mouratidis, K. & Papagiannakis, A., 2021. COVID-19, Internet, and Mobility: The Rise of Telework, Telehealth, E-learning, and E-shopping. Sustainable Cities and Society. 74. doi:https://doi.org/10.1016/j.scs.2021.103182.
Arifin, S., Rahman, A., Muhyi, R., Putri, A. O. & Hadianor, H., 2019. Hubungan Usia, Tingkat Pendidikan, Fasilitas Kesehatan Dengan Kepuasan Pasien Di Puskesmas Muara Laung. Jurnal Publikasi Kesehatan Masyarakat Indonesia. 6 (2).
Harun, S. H. A. & Listyowati, R., 2022. Hubungan Persepsi Pasien Tentang Mutu Pelayanan Dengan Minat Kunjungan Ulang Pasien Rawat Jalan Ris Hospital. Jurnal Harian Regional 9 (2).
Gusmawan, F., Haryadi & Sutrisna, E., 2019. Pengaruh Kualitas Pelayanan Dan Karakteristik Sosiodemografi Terhadap Minat Kunjungan Ulang Yang Dimoderasi Oleh Kepuasan Pasien Pada Pelayanan Rawat Jalan Puskesmas Kedungbanteng Kabupaten Banyumas. Jurnal Ekonomi, Bisnis, Dan Akuntansi. 21 (4).
Amly, H. Z., Harahap, J. & Lubis, M., 2020. Analisis Faktor Penentu Minat Kunjung Ulang Pasien Diabetes Melitus Di Instalasi Rawat Jalan Poliklinik Endokrin Rs. Pirngadi. Jurnal Health Sains. 1 (4).
Lestari, E. D. & Suhenda, A., 2021. Analisis Segmentasi Pasien Rawat Jalan Di RSUD Singaparna Medika Citrautama Kabupaten Tasikmalaya. E-Journal Polkestama. 17.
Harun, S. H. A. & Listyowati, R., 2022. Hubungan Persepsi Pasien Tentang Mutu Pelayanan Dengan Minat Kunjungan Ulang Pasien Rawat Jalan Ris Hospital. Jurnal Harian Regional 9 (2).
Yeta, M. D., Zain, U. & Silaen, M., 2020. Faktor Penentu Minat Berkunjung Ulang di Instalasi Rawat Jalan Poliklinik Neurologi RSUD Dr. Pirngadi Kota Meda. Jurnal Health Sains. 1 (5).
Qian, Z.-W., Wan, G.-S., Xiao-Lei DU, Y.-F. S. & Huang, G., 2018. Performance evaluation of digital marketing in health care industry with the application of data envelopment analysis. Revista de Cercetare si Interventie Sociala. 60.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
Terms:
- Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
