The Influence of Social Media Marketing through Instagram on the Patients’ Interest in Visiting a Hospital

Abstract

The marketing aspect is no less important for a hospital. It is okay if a hospital also carries out marketing management. Along with the development of marketing, especially in the digital era, marketing is mostly done through social media, and Dr. Etty Asharto Hospital in Batu City took advantage of it. This research was conducted to analyze the effect of using digital media (social media) on interest in health services and visiting the hospital. The research design used a quantitative observational method which was carried out cross-sectionally. Based on the results of the research conducted, it is known that social media dimensions significantly influence patients' interest in visiting the hospital, and some do not. Dimensions that significantly influence Entertainment, Customization, and Word of Mouth. Meanwhile, the Interaction and Trendiness dimensions do not significantly affect the patient's intention to visit the hospital. Finally, regarding the simultaneous influence of these dimensions on patient visiting intentions, the results show that the dimensions of Entertainment, Interaction, Trendiness, Customization, and Word of Mouth significantly influence patient visiting intentions to the hospital. That is, the combination of all these dimensions together influences patient interest. Therefore, hospitals need to pay attention to and integrate all of these dimensions in their marketing strategy to increase patient interest in visiting the hospital.

Keywords

• Digital Marketing, Social Media, Interest in Visiting, Hospital