Pengaruh marketing mix, firm generated content, dan celebrity endorsement terhadap pemilihan rumah sakit gigi dan mulut selama pandemi covid-19

Gwenisa, Agnella (2022) Pengaruh marketing mix, firm generated content, dan celebrity endorsement terhadap pemilihan rumah sakit gigi dan mulut selama pandemi covid-19. Masters thesis, Universitas Pelita Harapan.

Preview	Text (Title) Title.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (73kB) | Preview
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (170kB) | Preview
Preview	Text (ToC) ToC.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (189kB) | Preview
Preview	Text (Chapter 1) Chapter 1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (252kB) | Preview
	Text (Chapter 2) Chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (581kB)
	Text (Chapter 3) Chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (303kB)
	Text (Chapter 4) Chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (576kB)
	Text (Chapter 5) Chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (123kB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (217kB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)

Abstract

Selama pandemi Covid-19, banyak klinik gigi dan rumah sakit gigi dan mulut yang mengalami penurunan volume penjualan dan perubahan perilaku masyarakat dalam mengambil keputusan pembelian. Orang cenderung lebih memperhatikan dan lebih berhati-hati saat membuat keputusan pengeluaran. Rumah sakit gigi dan mulut masih harus bertahan, sehingga rumah sakit gigi dan mulut dapat menggunakan marketing mix (produk, harga dan promosi), firm generated content dan celebrity endorsement untuk menarik perhatian pasien. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh firm generated content, celebrity endorsement, marketing mix (produk, harga dan promosi) terhadap pemilihan rumah sakit gigi dan mulut selama pandemi Covid-19. Penelitian ini merupakan penelitian kuantitatif terhadap 100 pasien RSGM-P FKG Universitas Trisakti dengan menggunakan purposive non-probability sampling. Data dikumpulkan menggunakan kuesioner dan diuji secara deskriptif dan inferensial menggunakan PLS-SEM. Dari hasil penelitian dapat disimpulkan bahwa konten yang diciptakan oleh produk dan perusahaan berpengaruh positif dan signifikan terhadap keputusan pembelian saat memilih rumah sakit gigi dan mulut, sedangkan variabel harga, iklan dan rekomendasi selebriti tidak berpengaruh pada keputusan pembelian saat memilih rumah sakit gigi dan mulut. RSGM - P FKG Universitas Trisakti nantinya dapat melakukan penelitian lanjutan dan dengan populasi yang lebih luas. / There were many dental clinics and dental hospitals that experienced a decline in sales and were also changes in people’s behaviour in purchasing decision during the Covid – 19 pandemic. People tend to be more careful and thorough in making decisions in spending. Dental hospitals must still survive, hence dental hospitals can implement marketing mix (product, price, promotion), firm generated content, and celebrity endorsement to attract patients. This study aims to determine how celebrity endorsement, company-generated content, and the marketing mix influence customer purchase decisions during the COVID-19 pandemic. Purposive non-probability sampling was used in this quantitative study, which was conducted on a sample of 100 patients from Trisakti University Dental Hospital. A questionnaire is used to collect the data, which is then analyzed using descriptive and inferential data analysis. In contrast to price, promotion, and celebrity endorsement, it can be concluded that customer purchase decisions regarding dental hospitals are significantly and positively influenced by product and firm generated content. Trisakti University Dental Hospital should do further research in a different time frame and a larger population size.

Actions (login required)

View Item