INFLUENCE DIGITAL MARKETING, SERVICE QUALITY, AND BRAND IMAGE ON PATIENT SATISFACTION OF CHARITAS HOSPITAL

Muhammad Raffy Anugra Alsha; Siti Komariah Hildayanti; Budi Setiawan

doi:10.30996/die.v16i02.132480

Authors

Muhammad Raffy Anugra Alsha Faculty of Management and Business, Indo Global Mandiri University
Siti Komariah Hildayanti Universitas Indo Global Mandiri
Budi Setiawan Universitas Indo Global Mandiri

DOI:

https://doi.org/10.30996/die.v16i02.132480

Keywords:

digital marketing, e-service quality, brand image, patient satisfaction

Abstract

Purpose - This study aims to analyze the effect of digital marketing, service quality, and brand image on patient satisfaction at Palembang Charitas Hospital.

Novelty - In previous studies the brand only focuses on the influence of digital marketing on patient satisfaction. Whereas in this study it was further developed, namely the influence of digital marketing service quality, and brand image on patient satisfaction of Charitas Hospital.

Methods - This research uses the [quantitative/qualitative] approach, with data obtained from [data sources]. The analysis technique used is [the name of the analysis method, for example linear regression, descriptive analysis, or in -depth interview] to test the relationship between variables or phenomena under study.

Findings - The approach used is quantitative with the survey method. Data was collected from 97 patient respondents through a questionnaire, supported by literature studies, interviews, and documentation. Data analysis was carried out using multiple linear regression with SPSS, after the validity, reliability, and classic assumptions were conducted.

Limitations and Implications - In this study is only limited to the patient satisfaction sector at Palembang Charitas Hospital, so the results of this study cannot be generalized to sectors such as services or other industries in general. The contribution of this research can make practical references for Palembang Charitas Hospital employees in designing patient satisfaction in digital marketing, service quality, and brand image.

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