Analisis pengaruh firm generated content, electronic word of mouth, celebrity endorsement, harga dan fasilitas terhadap keputusan pelanggan dalam memilih klinik gigi: studi kasus Klinik Gigi Dentalosophy

Putri, Vania Mariska (2021) Analisis pengaruh firm generated content, electronic word of mouth, celebrity endorsement, harga dan fasilitas terhadap keputusan pelanggan dalam memilih klinik gigi: studi kasus Klinik Gigi Dentalosophy. Masters thesis, Universitas Pelita Harapan.

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Abstract

Seiring dengan semakin berkembang dan bertambahnya klinik gigi, maka pelanggan juga memiliki semakin banyak pilihan untuk melakukan perawatan gigi. Oleh karena itu strategi pemasaran terutama melalui sosial media mulai digemari dalam bidang layanan kesehatan gigi. Penelitian ini bertujuan untuk mengetahui pengaruh firm generated content, electronic word of mouth, celebrity endorsement, harga dan fasilitas terhadap keputusan pelanggan dalam memilih klinik gigi. Penelitian ini merupakan studi kasus terhadap Klinik Gigi Dentalosophy dan melibatkan 100 responden yang merupakan pasien yang pernah melakukan perawatan di Klinik Gigi Dentalosophy pada periode Januari hingga Desember 2020. Pengumpulan data penelitian dilakukan dengan menyebarkan kuesioner secara purposive non-probability sampling. Selanjutnya data dianalisis dengan menggunakan metode analisis statistik deskriptif serta regresi linier berganda. Dari hasil penelitian ditemukan bahwa firm generated content, electronic word of mouth, celebrity endorsement dan fasilitas berpengaruh secara positif dan signifikan terhadap keputusan pelanggan dalam memilih klinik gigi. Di sisi lain, harga tidak memiliki pengaruh yang signifikan terhadap keputusan pelanggan dalam memilih klinik gigi. Berdasarkan hasil penelitian ini, Klinik Gigi Dentalosophy dapat melakukan analisis, perencanaan dan evaluasi lebih mendalam mengenai strategi pemasaran yang berhubungan dengan firm generated content, electronic word of mouth, celebrity endorsement dan fasilitas. / With the development and increasing number of dental clinic, customers are exposed to more options when it comes to choosing dental clinic. Therefore, social media marketing strategies are becoming more popular among dental services. This study aims to determine the effect of firm generated content, electronic word of mouth, celebrity endorsement, price and facilities towards customer’s purchase decision in choosing dental clinic. This research is a case study of Dentalosophy Dental Clinic which involved 100 respondents who had done dental treatments in Dentalosophy during January to December 2020. Data collection was conducted by distributing questionnaires using purposive non-probability sampling method. Furthermore, the data were analyzed using descriptive statistical analysis and multiple linear regression methods. The study shows that firm generated content, electronic word of mouth, celebrity endorsement, and facilities have positive and significant effect towards customer’s purchase decision in choosing dental clinic. Contrastingly, price does not have a significant effect on customer’s decision in choosing dental clinic. Based on the result, Dentalosophy shall do further analysis, planning and evaluation of marketing strategies related to firm generated content, electronic word of mouth, celebrity endorsement, and facilities.

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