Peran Electronic Word-Of-Mouth dalam Memediasi Pengaruh Brand Personality dan Patient Trust terhadap Revisit Intention pada Pasien Rawat Jalan
DOI:
https://doi.org/10.37481/jmeb.v6i3.2280Keywords:
Brand Personality, Patient Trust, Electronic Word of Mouth (e-WOM), Revisit Intention, OutpatientsAbstract
The monthly number of outpatients at RSIA Viola fluctuates; however, annual aggregate data reveals a downward trend in both new and returning patients. A hospital's sustainability depends on patient volume. Higher patient numbers generate revenue a critical factor for hospitals, particularly private ones that rely on patient volume for profitability. This study aims to analyze the impact of brand personality and patient trust on revisit intention, mediated by electronic word of mouth (e-WOM). A quantitative causal research design was employed to analyze cause-and-effect relationships, complemented by a descriptive analysis using the "three-box method." The study surveyed 160 outpatients selected based on specific criteria using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that brand personality, patient trust, and e-WOM each independently influence revisit intention. Brand personality has a significant effect on e-WOM, whereas patient trust does not. e-WOM was found to mediate the relationship between brand personality and revisit intention but did not mediate the relationship between patient trust and revisit intention. Recommendations for hospital management include collaborating with employees who have large social media followings to create positive reviews and content, boosting digital engagement through patient discussion groups, improving content quality and responsiveness on social media, and regularly monitoring the hospital's online reputation.
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