The influence of digital marketing on community perceptions and health services in local government-owned hospitals in Kediri city

Putra, Muhammad Roihan Mahesa, Vania, Amelindha ORCID: https://orcid.org/0000-0001-5742-4304, Hariyono, Hariyono and Peristiowati, Yuly (2025) The influence of digital marketing on community perceptions and health services in local government-owned hospitals in Kediri city. STRADA: Jurnal Ilmiah Kesehatan, 14 (1). pp. 107-120. ISSN 2252-3847

Preview

Text 24005.pdf - Published Version Available under License Creative Commons Attribution Non-commercial Share Alike. Download (240kB) | Preview

Abstract

Marketing using digital applications is very important and cannot be separated from health service units. In the context of providing health services, a hospital is starting to move towards commercialization. One way to increase the utilization of hospital services and improve public health is to develop marketing management so that more patients come to the hospital to get services. This study aims to analyze the effect of digital marketing on public perception and health services in government hospitals in Kediri City. This study uses a quantitative approach with a descriptive analytical design and cross-sectional method to test the effect of digital marketing on public perception and health services in government hospitals in Kediri City. Data collection was carried out through questionnaires to 55 respondents who were selected randomly systematically and data analysis was carried out using SmartPLS to test the relationship between variables. The results showed that public perception had a significant effect on improving health services (path coefficient = 0.566, p value = 0.000) and digital marketing directly did not have a significant effect on improving health services (path coefficient = 0.166, p value = 0.399).

Item Type:	Journal Article
Keywords:	digital marketing; health services; hospital; public perception
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1504 Commercial Services > 150402 Hospitality Management 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Amelindha Vania
Date Deposited:	02 Jul 2025 08:56

Downloads

Origin of downloads

Actions (login required)

View Item