Anteseden pengalaman pasien di klinik aesthetik dan dampaknya terhadap niat dan kunjungan kembali = The antecedents of patient experience of aesthetic clinic and its impact on revisit intention

Octaviani, Selviana (2022) Anteseden pengalaman pasien di klinik aesthetik dan dampaknya terhadap niat dan kunjungan kembali = The antecedents of patient experience of aesthetic clinic and its impact on revisit intention. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh sektor kecantikan, yang meliputi klinik kecantikan yang dijalankan oleh dokter berlisensi, telah berkembang pesat dalam beberapa tahun terakhir karena tren media sosial. Penelitian ini bertujuan untuk menguji anteseden pengalaman pasien: kualitas produk (PQ), pertemuan layanan (SE), servicescape (SS), kualitas hasil, kata elektronik dari mulut ke mulut (eWOM) pada pengalaman kognitif (CE) dan pengalaman afektif (AE) , dan pengaruhnya terhadap niat kunjungan kembali (RI) yang dimoderatori oleh keterlibatan media sosial (SME). Penelitian ini menggunakan survei kuantitatif dengan pendekatan cross-sectional. Pada saat yang sama, data dikumpulkan dengan purposive sampling menggunakan kuesioner laporan diri dari 280 pasien yang datang ke Klinik Estetika Youthology, Jakarta Selatan minimal dua kali antara Juli dan Agustus 2022 dan mengikuti akun media sosial klinik. PLS-SEM dikerahkan untuk menganalisis data. Temuan menunjukkan bahwa eWOM adalah anteseden paling menonjol yang mempengaruhi AE dan CE. Namun, servicescape ditemukan tidak signifikan untuk mempengaruhi CE. Selain itu, eWOM lebih berpengaruh pada CE daripada AE. Selain itu, AE memiliki pengaruh yang sedikit lebih besar pada RI daripada CE. Sayangnya, dampak moderat UKM dalam menjalankan klinik tidak signifikan / The purpose of this study is to see the beauty sector, which includes aesthetic clinics run by licensed physicians, has expanded dramatically in recent years due to social media trends. This study aims to examine the antecedents of patient experience: product quality (PQ), service encounter (SE), servicescape (SS), outcome quality, electronic word of mouth (eWOM) on cognitive experience (CE) and affective experience (AE), and its influence on revisit intention (RI) moderated by social media engagement (SME). This study used a quantitative survey with a cross-sectional approach. At the same time, the data is collected by purposive sampling using a self-report questionnaire from 280 patients who attended Youthology Aesthetic Clinic, South Jakarta minimum of twice between July and August 2022 and followed the clinic’s social media account. PLS-SEM was deployed to analyze the data. The findings indicated that eWOM is the most prominent antecedent influencing AE and CE. However, servicescape was found not significant to influence CE. Additionally, eWOM has more effect on CE rather than AE. Moreover, AE has a slightly more substantial influence on RI than CE. Unfortunately, the moderating impact of SMEs in the clinic run was insignificant.

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