Indah Ekiyanti, Rr. Anggraeni and -, Aflit Nuryulia Praswati, S.E., M.M. and -, Dr. dr. Yusuf Alam Romadhon, M.Kes., Sp.KKLP (2025) Analisis Pengaruh Social Media Marketing Terhadap Kepuasan, Kepercayaan, Komitmen, Citra Merek, Dan Word Of Mouth Pasien Klinik. Thesis thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Healthcare services in Indonesia are increasingly utilizing social media as a marketing strategy to strengthen relationships with patients and enhance brand image. This study aims to analyze the influence of Social Media Marketing (SMM) on customer satisfaction, trust, commitment, brand image, and Word of Mouth (WoM) in the context of healthcare services at Clinic X. The research employed a quantitative approach with a cross-sectional design. The sample consisted of 400 patients who had used the clinic’s services and interacted through social media. Data were collected using an online questionnaire and analyzed using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results indicate that SMM significantly affects patient satisfaction, trust, commitment, and brand image. Patient satisfaction also positively influences trust and commitment, although the effect of trust on commitment was not statistically significant. Additionally, satisfaction, trust, commitment, and brand image collectively influence Word of Mouth (WoM). These findings highlight the strategic importance of social media utilization in improving patient experience and fostering loyalty. This study is limited by its geographical scope and the subjective nature of its measurements. Future research is recommended to expand to various regions, adopt mixed-method approaches, and explore cultural and demographic factors that may influence the effectiveness of SMM in healthcare marketing.
| Item Type: | Thesis (Thesis) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing, customer satisfaction, trust, commitment, brand image, Word of Mouth, healthcare services. |
| Divisions: | Fakultas Kedokteran > S2 Administrasi Rumah Sakit |
| Depositing User: | RR. Anggraeni Indah Ekiyanti |
| Date Deposited: | 15 Aug 2025 07:49 |
| Last Modified: | 15 Aug 2025 07:50 |
| URI: | http://eprints.ums.ac.id/id/eprint/137327 |
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