The Influence of Community Marketing, Service Quality, and Digital Marketing on Visit Decisions Mediated by Trust in Hospitals (Study at Bali Mandara Eye Hospital)

Ida Ayu Sri Indirayati

doi:10.55927/a6p90h20

Authors

Ida Ayu Sri Indirayati Universitas Triatma Mulya Author

DOI:

https://doi.org/10.55927/a6p90h20

Keywords:

Community Marketing, Service Quality, Digital Marketing, Patient Trust, Visit Decisions, SEM-PLS

Abstract

Increasing competition in the healthcare sector requires hospitals to be able to boost patients' visiting decisions through various marketing strategies and improvements in service quality. In addition, patient trust becomes an important factor that can influence patients' decisions in choosing healthcare services. This study aims to analyze the influence of community marketing, service quality, and digital marketing on patients' visiting decisions, with patient trust as a mediating variable at Bali Mandara Eye Hospital. This study uses a quantitative approach with an explanatory research design. The study sample consists of 125 respondents who are patients of Bali Mandara Eye Hospital and were selected using purposive sampling. Data collection was carried out through the distribution of questionnaires, while data analysis used Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the help of the SmartPLS 4.0 application. The results of the study show that community marketing, service quality, and digital marketing have a positive and significant effect on patients' visiting decisions

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