Pengaruh social media marketing efforts terhadap visit intention yang dimediasi oleh brand image dan online trust, serta health threat dan gender sebagai variabel kontrol (studi pada klinik Flodova, Dili, Timor Leste)

Gomes, Florindo Cardoso (2023) Pengaruh social media marketing efforts terhadap visit intention yang dimediasi oleh brand image dan online trust, serta health threat dan gender sebagai variabel kontrol (studi pada klinik Flodova, Dili, Timor Leste). Masters thesis, Universitas Pelita Harapan.

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Abstract

Pemanfaatan media sosial dalam pemasaran digitak memberikan manfaat besar dalam hal aksesibilitas dan penyebaran informasi kepada berbagai kelompok populasi tanpa memandang usia, pendidikan, etnis, atau lokalitas. Pemanfaatan media sosial sebagai strategi pemasaran utama dalam meningkatkan minat berkunjung audiens ke fasilitas kesehatan mulai meningkat di Timor Leste. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Social Media Marketing Efforts (SMME) Facebook Klinik Flodova, Timor Leste terhadap visit intention, yang dimediasi oleh brand image dan online trust, dengan mengontrol health threat dan gender. Model penelitian ini telah dimodifikasi dari penelitian terdahulu dan pengujian model dilakukan secara kuantitatif menggunakan data survei. Data dikumpulkan dari pengunjung dan pengikut Facebook Klinik Flodova di Timor Leste yang berusia ≥21 tahun. Penelitian ini adalah penelitian kuantitatif dengan pendekatan pengumpulan data secara cross-sectional melalui survei online. Sampling responden dilakukan secara purposive melalui penyebaran kuesioner secara online. Sebanyak 184 sampel yang memenuhi syarat digunakan dalam analisis menggunakan PLS-SEM. Hasil penelitian menunjukkan adanya pengaruh signifikan dari SMME terhadap visit intention, namun tidak ditemukan pengaruh langsung maupun mediasi dari brand image dan online trust. Pengaruh domain SMME yang paling kuat terlihat pada elektronic word-of-mouth (EWOM), diikuti oleh entertainment dan interaction. Selain itu, health threat dan gender juga memiliki dampak signifikan terhadap visit intention. Temuan penelitian ini menunjukkan bahwa health threat secara positif mempengaruhi niat berkunjung pasien, sementara gender wanita cenderung memiliki minat yang lebih rendah untuk berkunjung ke Klinik Flodova Temuan penelitian ini memiliki implikasi manajerial dalam pengembangan komponen SMME pada pemasaran klinik kesehatan melalui media sosial, khususnya Facebook. / The use of social media in digital marketing offers excellent advantages in terms of accessibility and dissemination of information to diverse populations, regardless of age, education, ethnicity, or location. The use of social media as the primary marketing strategy to increase population interest in visiting health facilities has increased in Timor Leste. This study investigates and analyzes the effect of Facebook Clinic Social Media Marketing Efforts (SMME), Flodova, Timor Leste, on visit intention mediated by brand image and online trust, controlling for health risk and gender. This research model was modified from previous studies, and model testing was conducted quantitatively with survey data. Data were collected from visitors and Facebook followers of the Flodova Clinic in Timor-Leste who were ≥21 years of age. This study used a quantitative approach with cross-sectional data collection through an online survey. Respondents were randomly selected by distributing questionnaires online. A total of 184 samples that met the requirements were used for analysis using PLS-SEM. The results showed a significant influence of SMME on visit intention, but there was no direct or mediating influence on brand image and online trust. The most substantial impact of the SMME domain was observed in electronic word of mouth (EWOM), followed by entertainment and interaction. In addition, health risks and gender also have a significant impact on visit intention. The results of this study indicate that health risks positively influence patients' visit intentions, while the female gender tends to have a lower interest in visiting the Flodova clinic. The results of this study have implications for management in developing SMME components in marketing health clinics through social media, especially Facebook.

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