The Influence of Influencer Marketing And Electronic Word Of Mouth On Patient Decisions In Choosing Health Service at Indriati Hospital Solo Baru

Abstract

Pendahuluan: Pertumbuhan teknologi digital yang pesat mendorong rumah sakit untuk mengadopsi strategi pemasaran digital, seperti pemasaran melalui influencer dan electronic word of mouth, untuk mempromosikan layanan, menarik lebih banyak pasien, dan memperluas pasar mereka. Penelitian ini bertujuan untuk mengkaji pengaruh strategi tersebut terhadap keputusan pasien dalam memilih layanan kesehatan di Rumah Sakit Indriati Solo Baru. Metode: Penelitian ini menggunakan metode kuantitatif dengan desain penelitian cross-sectional dan populasi pasien poli bedah di Rumah Sakit Indriati Solo Baru. Sampel penelitian terdiri dari 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan model regresi linier berganda. Hasil: Hasil penelitian menunjukkan bahwa pemasaran melalui influencer dan electronic word of mouth secara bersama-sama memengaruhi keputusan pasien sebesar 54,3% (nilai R-Square: 54,3%). Pengujian hipotesis secara parsial maupun simultan menunjukkan hubungan positif yang signifikan antara kedua strategi tersebut dengan keputusan pasien dalam memilih layanan kesehatan di rumah sakit tersebut. Kesimpulan: Temuan ini menyarankan agar Rumah Sakit Indriati Solo Baru terus mengembangkan strategi pemasaran digital untuk memperluas jangkauan pasar dan meningkatkan kualitas layanan di poli bedah. Hal ini diharapkan dapat meningkatkan kesadaran pasien dan memastikan upaya pemasaran yang dilakukan memberikan manfaat yang optimal.

Introduction: The rapid development of digital technology has led to many business industries, one of which is hospitals, which utilize digital technology as a means to promote services through digital marketing in the form of influencer marketing and electronic word of mouth. The use of this marketing strategy is expected to increase the number of visits, expand the wider market and influence patient decisions in choosing the health services to be selected. The purpose of this study was to determine whether there is an influence of influencer marketing and electronic word of mouth on patient decisions in choosing health services at Indriati Solo Baru Hospital. Method: This research method is quantitative with a population of surgical polyclinic patients at Indriati Solo Baru Hospital. The sample of this study was 100 respondents with a sampling technique using purposive sampling. The data analysis method used is the multiple linear regression analysis model. Results: The results showed that the variables influencer marketing and electronic word of mouth influenced patient decisions in choosing health services by 54.3% (R-Square value 54.3%). In partial and simultaneous hypothesis testing, the influence of influencer marketing and electronic word of mouth had a significant positive relationship with patient decisions in choosing health services at Indriati Solo Baru Hospital. Conclusion: With these results, the researcher suggests that Indriati Solo Baru Hospital should continue to develop digital marketing strategies to reach a wider market and improve the quality of service in order to increase awareness so that the marketing efforts made provide optimal benefits.