{"title":"社交媒体营销活动在建立品牌资产和患者信任方面的效果及其对私立医院就诊意向的影响","authors":"Nabila Mu’taz Dzakiyya, Sri Rahayu Hijrah Hati","doi":"10.37899/journal-la-sociale.v5i2.1065","DOIUrl":null,"url":null,"abstract":"Technological developments and increasingly fierce competition for private hospitals have forced private hospitals to innovate with each other to promote their services through social media. The research aims to measure how effective the implementation of social media marketing activities is in building brand awareness, brand image, brand equity, and trust from private hospital patients and their influence on visit intention. This study uses quantitative methods, and the data obtained will be processed using CB-SEM with the IBM AMOS application, analyzing 264 questionnaire responses. The study results show that social media marketing activities affect brand awareness, brand image, and trust but do not affect visit intention. Meanwhile, trust and brand equity have a significant impact on visit intentions. However, brand awareness does not affect brand image, yet both significantly impact brand equity. This study shows that collaboration between variables is needed to impact patient visit intentions positively. It is hoped that this research can help the management of private hospitals and other health facilities in forming marketing strategies through social media activities.","PeriodicalId":504371,"journal":{"name":"Journal La Sociale","volume":"369 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals\",\"authors\":\"Nabila Mu’taz Dzakiyya, Sri Rahayu Hijrah Hati\",\"doi\":\"10.37899/journal-la-sociale.v5i2.1065\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Technological developments and increasingly fierce competition for private hospitals have forced private hospitals to innovate with each other to promote their services through social media. The research aims to measure how effective the implementation of social media marketing activities is in building brand awareness, brand image, brand equity, and trust from private hospital patients and their influence on visit intention. This study uses quantitative methods, and the data obtained will be processed using CB-SEM with the IBM AMOS application, analyzing 264 questionnaire responses. The study results show that social media marketing activities affect brand awareness, brand image, and trust but do not affect visit intention. Meanwhile, trust and brand equity have a significant impact on visit intentions. However, brand awareness does not affect brand image, yet both significantly impact brand equity. This study shows that collaboration between variables is needed to impact patient visit intentions positively. It is hoped that this research can help the management of private hospitals and other health facilities in forming marketing strategies through social media activities.\",\"PeriodicalId\":504371,\"journal\":{\"name\":\"Journal La Sociale\",\"volume\":\"369 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-04-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal La Sociale\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.37899/journal-la-sociale.v5i2.1065\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal La Sociale","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.37899/journal-la-sociale.v5i2.1065","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
技术的发展和私立医院日益激烈的竞争迫使私立医院相互创新,通过社交媒体推广自己的服务。本研究旨在衡量社交媒体营销活动的实施在建立私立医院患者的品牌意识、品牌形象、品牌资产和信任度方面的效果,以及它们对就诊意向的影响。本研究采用定量方法,所获数据将通过 IBM AMOS 应用程序进行 CB-SEM 处理,对 264 份问卷进行分析。研究结果表明,社交媒体营销活动会影响品牌知名度、品牌形象和信任度,但不会影响就诊意向。同时,信任和品牌资产对访问意向有显著影响。然而,品牌知名度并不影响品牌形象,但两者都对品牌资产有重大影响。这项研究表明,要想对患者的就诊意向产生积极影响,需要变量之间相互配合。希望本研究能帮助私立医院和其他医疗机构的管理层通过社交媒体活动制定营销策略。
The Effectiveness of Social Media Marketing Activities in Building Brand Equity and Patient Trust and its Influence on Visit Intention in Private Hospitals
Technological developments and increasingly fierce competition for private hospitals have forced private hospitals to innovate with each other to promote their services through social media. The research aims to measure how effective the implementation of social media marketing activities is in building brand awareness, brand image, brand equity, and trust from private hospital patients and their influence on visit intention. This study uses quantitative methods, and the data obtained will be processed using CB-SEM with the IBM AMOS application, analyzing 264 questionnaire responses. The study results show that social media marketing activities affect brand awareness, brand image, and trust but do not affect visit intention. Meanwhile, trust and brand equity have a significant impact on visit intentions. However, brand awareness does not affect brand image, yet both significantly impact brand equity. This study shows that collaboration between variables is needed to impact patient visit intentions positively. It is hoped that this research can help the management of private hospitals and other health facilities in forming marketing strategies through social media activities.