The Influence of Digital Marketing, Word of Mouth, and Quality of Service on Patients' Decisions to Visit Budi Medika Hospital Bandar Lampung

Luther Theng, Bobby Wiryawan Saputra
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Abstract

In the current era, hospitals face intense competition. To increase patient interest in visiting the hospital, marketing media is needed. One of the marketing media is Digital Marketing, apart from that, communication media for exchanging information is also needed through word of mouth where the experience of patients who have used services regarding the good quality of hospital services is very important. This research aims to determine and analyze the role of digital marketing, word of mouth, and service quality on patients' decisions to visit Budi Medika Hospital Bandar Lampung. This research was carried out using a quantitative approach. The sampling technique is accidental sampling with a cross-sectional method. Data analysis in this research uses multiple linear regression analysis using SPSS 29. The results of multiple linear regression show that the variables digital marketing, word of mouth, and service quality have a positive and significant effect, both partially and simultaneously, on the decision to visit. This then shows that the higher the digital marketing, word of mouth, and service quality, the higher the decision to visit.
数字营销、口碑和服务质量对患者决定前往楠榜市布迪美迪卡医院就诊的影响
当今时代,医院面临着激烈的竞争。要提高患者对医院的就诊兴趣,就需要营销媒体。数字营销就是其中一种营销媒体,除此之外,还需要通过口碑这种交流信息的沟通媒体,使用过医院服务的患者对医院服务质量的体验非常重要。本研究旨在确定和分析数字营销、口碑和服务质量对患者决定去 Bandar Lampung 布迪美迪卡医院就诊的影响。本研究采用定量方法进行。抽样技术为意外抽样,采用横截面方法。本研究的数据分析使用 SPSS 29 进行多元线性回归分析。多元线性回归的结果表明,数字营销、口碑和服务质量这三个变量对游客的访问决定具有积极和显著的影响,无论是部分影响还是同时影响。这就表明,数字营销、口碑和服务质量越高,游客的访问决定就越高。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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