Digital Marketing Strategy for Patient Visit Decisions with Brand Awareness as an Intervening Variable at Fatma Eye Hospital
Strategi Pemasaran Digital Marketing Terhadap Keputusan Kunjungan Pasien dengan Brand Awareness sebagai Variabel Intervening pada Rumah Sakit Mata Fatma
DOI:
https://doi.org/10.21070/ups.10878Keywords:
Digital Marketing, Brand Awareness, Patient Visit DecisionAbstract
This study investigates the effect of digital marketing on patient visit decisions with brand awareness as an intervening variable at Fatma Eye Hospital. A quantitative explanatory design was employed using purposive sampling with 100 respondens. Data were collected through structured questionnaries and analyzed using SEM-PLS. The result reveal that digital marketing significantly influences both brand awareness and patient visit decisions. Brand awareness also has a significant effect on patient visit decisions and mediates the relationship between digital marketing and patient decisions. These findings confirm the role brand awareness as a cognitive mechanism linking digital marketing to behavioral outcomes. The study provides theoretical and practical implications for optimizing integrated digital marketing strategies to enchance hospital competitiveness and patient acquisition.
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