Digital Marketing Strategy for Patient Visit Decisions with Brand Awareness as an Intervening Variable at Fatma Eye Hospital
DOI:
https://doi.org/10.24256/kharaj.v8i2.10399Keywords:
Digital Marketing, Brand Awareness, Patient Visit DecisionAbstract
This study investigates the effect of digital marketing on patient visit decisions with brand awareness as an intervening variable at Fatma Eye Hospital. A quantitative explanatory design was employed using purposive sampling with 100 respondens. Data were collected through structured questionnaries and analyzed using SEM-PLS. The result reveal that digital marketing significantly influences both brand awareness and patient visit decisions. Brand awareness also has a significant effect on patient visit decisions and mediates the relationship between digital marketing and patient decisions. These findings confirm the role brand awareness as a cognitive mechanism linking digital marketing to behavioral outcomes. The study provides theoretical and practical implications for optimizing integrated digital marketing strategies to enchance hospital competitiveness and patient acquisition.
References
Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27–32. https://doi.org/10.1108/eb039503
Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220–236. https://doi.org/10.1108/10610420310485032
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600–609. https://doi.org/10.1016/j.chb.2015.03.023
Brand Digital: Simple Ways Top Brands Succeed in the Digital World. (2010). Journal of Consumer Marketing, 27(3), 293–293. https://doi.org/10.1108/07363761011038374
Bravo Gil, R., Fraj Andrés, E., & Martínez Salinas, E. (2007). Family as a source of consumer‐based brand equity. Journal of Product & Brand Management, 16(3), 188–199. https://doi.org/10.1108/10610420710751564
Chou, C. C., Lee, C., Qian, Z., Tao, X., & Lin, W. T. (2022). Business value of social media adoption: a comparison between the US and Taiwan. International Journal of Management and Decision Making, 21(1), 51. https://doi.org/10.1504/IJMDM.2022.119579
Fortezza, F., & Pencarelli, T. (2015). Potentialities of Web 2.0 and new challenges for destinations: insights from Italy. Anatolia, 26(4), 563–573. https://doi.org/10.1080/13032917.2015.1040813
Hajli, N. (2015). Social commerce constructs and consumer’s intention to buy. International Journal of Information Management, 35(2), 183–191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
Hamid, S., Bukhari, S., Ravana, S. D., Norman, A. A., & Ijab, M. T. (2016). Role of social media in information-seeking behaviour of international students. Aslib Journal of Information Management, 68(5), 643–666. https://doi.org/10.1108/AJIM-03-2016-0031
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265–273. https://doi.org/10.1016/j.bushor.2011.01.007
Hovde, H. T., Clark, F. E., & Clark, C. P. (1943). Principles of Marketing. Journal of the American Statistical Association, 38(223), 376. https://doi.org/10.2307/2279799
Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1), 60–90. https://doi.org/10.1080/10496491.2021.1955080
Investigación, R. D. E., Salud, E. N., Boyacá, U. D. E., Fajardo-bautista, L. Y., Estupiñán-rosas, A., Moreno-bautista, L. M., Vega-contreras, D. K., Pardo-pardo, J. J., & Pinto, S. P. (2024). Revisión narrativa. 11(1), 162–179.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Koniewski, M. (2012). Brand Awareness and Customer Loyalty. Brand Loyalty, February.
Larry Percy, & John R. Rossiter. (1992). A Model of BrandAwareness andBrand AttitudeAdvertising Strategies. Psychology & Marketing, 9(4), 263–274.
Perera, W. L. M. V., & Dissanayake, D. M. R. (2013). Perceived quality on female consumers ’ purchase decision of foreign makeup products. International Conference on Business & Information, 1–21.
Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. European Journal of Marketing, 27(9), 19–35. https://doi.org/10.1108/03090569310043179
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66, 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Simon, F., & Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175–184. https://doi.org/10.1016/j.jbusres.2017.12.050
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731. https://doi.org/10.29303/jipp.v9i4.2657
T Jakeli K., & T. (2012). Brand Awareness Matrix in Political Marketing Area. Journal of Business, 1 (1), 25-(1), 25–28.
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology and Tourism, 16(3), 249–263. https://doi.org/10.1007/s40558-015-0048-6
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328–344. https://doi.org/10.1108/MIP-04-2013-0056
Verbeke, W., Vermeir, I., Pieniak, Z., & Brunsø, K. (2005). Consumers’ quality perception as a basis for fish market segmentation in Belgium. Gent: Ghent University, 9000.
Vukasovič, T. (2013). Journal of Media and Communication Studies Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56–63. https://doi.org/10.5897/JMCS2013.
Wang, H. (2012). Six P’s of youth social media from a young consumer’s perspective. Young Consumers, 13(3), 303–317. https://doi.org/10.1108/17473611211261674
Yen, C. H., Teng, H. Y., & Chang, S. T. (2020). Destination brand identity and emerging market tourists’ perceptions. Asia Pacific Journal of Tourism Research, 25(12). https://doi.org/10.1080/10941665.2020.1853578
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Maulana Ali Syahidin, Hadiah Fitriyah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
