Pengaruh Social Media Management dan Reliance eWOM terhadap Loyalitas Pasien melalui Brand Awareness di RS X
DOI:
https://doi.org/10.37481/jmh.v6i3.2460Keywords:
Patient Loyalty, Social Media Management, Reliance eWOM, Brand AwarenessAbstract
Internal data from Hospital X indicates a decline in female patient loyalty. This decline is reflected in fluctuations and a drop in the number of deliveries and gynecological visits, low conversion rates for maternity service users, and inconsistent patient retention. This study aims to analyze the impact of social media management and reliance on electronic word-of-mouth (eWOM) on patient loyalty at Hospital X, both directly and indirectly through the mediating role of brand awareness. A quantitative approach using a correlational method was employed. Primary data were collected via questionnaires distributed to 155 female patients at Hospital X who actively use social media and have been exposed to the hospital's digital content. Data analysis was conducted using SEM-PLS with SmartPLS version 4 software. The results indicate that social media management has a significant positive effect on brand awareness and patient loyalty. Reliance on eWOM also has a significant positive effect on brand awareness and patient loyalty. Furthermore, brand awareness significantly influences patient loyalty and is proven to mediate the effects of social media management and reliance on eWOM on patient loyalty. These findings confirm that effective social media management, supported by credible eWOM and strengthened brand awareness, is a key strategy for building patient loyalty at Hospital X.
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