HUBUNGAN PENGGUNAAN SOCIAL MEDIA MARKETING TERHADAP DIGITAL HEALTH LITERACY SERTA DAMPAKNYA TERHADAP BRAND AWARENESS DAN BRAND TRUST RSCM KENCANA

Huda, Zahra Nailatul (2025) HUBUNGAN PENGGUNAAN SOCIAL MEDIA MARKETING TERHADAP DIGITAL HEALTH LITERACY SERTA DAMPAKNYA TERHADAP BRAND AWARENESS DAN BRAND TRUST RSCM KENCANA. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

[img] Text (COVER)
55223110007-ZAHRA NAILATUL HUDA-01 Cover - Zahra Nailatul Huda.pdf
Download (643kB)
[img] Text (BAB I)
55223110007-ZAHRA NAILATUL HUDA-02 Bab 1 - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (190kB)
[img] Text (BAB II)
55223110007-ZAHRA NAILATUL HUDA-03 Bab 2 - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (943kB)
[img] Text (BAB III)
55223110007-ZAHRA NAILATUL HUDA-04 Bab 3 - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (591kB)
[img] Text (BAB IV)
55223110007-ZAHRA NAILATUL HUDA-05 Bab 4 - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (850kB)
[img] Text (BAB V)
55223110007-ZAHRA NAILATUL HUDA-06 Bab 5 - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (46kB)
[img] Text (DAFTAR PUSTAKA)
55223110007-ZAHRA NAILATUL HUDA-08 Daftar Pustaka - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (200kB)
[img] Text (LAMPIRAN)
55223110007-ZAHRA NAILATUL HUDA-09 Lampiran - Zahra Nailatul Huda.pdf
Restricted to Registered users only
Download (6MB)

Abstract

Perkembangan pesat media sosial telah mendorong institusi kesehatan untuk memanfaatkan platform digital dalam membangun komunikasi yang lebih efektif dengan masyarakat. Pemasaran media sosial, khususnya melalui Instagram, kini menjadi strategi utama untuk meningkatkan keterlibatan publik, memperluas edukasi kesehatan, serta membangun kesadaran dan kepercayaan terhadap institusi. Namun, efektivitas strategi ini masih menghadapi tantangan terkait rendahnya literasi kesehatan digital masyarakat, serta belum optimalnya penggunaan Instagram sebagai alat pemasaran di sektor layanan kesehatan. Penelitian ini didasarkan pada model teori Customer-Based Brand Equity (CBBE) dan Cognition-Affect-Conation (CAC), yang menjelaskan bagaimana persepsi, emosi, dan niat bertindak individu dibangun melalui interaksi di media sosial. Dalam kerangka penelitian ini, literasi kesehatan digital diposisikan sebagai variabel mediasi yang berperan penting dalam menghubungkan elemen social media marketing, yang meliputi interactivity, informativeness, entertainment, dan perceived relevance, dengan hasil strategis berupa brand awareness dan brand trust. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, yang melibatkan 396 responden pengguna aktif Instagram di wilayah Jabodetabek. Instrumen penelitian dikembangkan berdasarkan indikator setiap variabel utama dan dianalisis menggunakan teknik Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa semua dimensi social media marketing berpengaruh signifikan terhadap peningkatan literasi kesehatan digital. Selanjutnya, literasi kesehatan digital secara positif memediasi pengaruh social media marketing terhadap brand awareness dan brand trust. Temuan ini juga mengindikasikan bahwa strategi pemasaran yang mengutamakan interaktivitas dan informatif pada konten Instagram lebih efektif dalam membangun kepercayaan dan kesadaran merek dibandingkan hanya aspek hiburan atau relevance. Selain itu, digital health literacy terbukti menjadi faktor kunci yang memperkuat dampak social media marketing terhadap persepsi merek di sektor kesehatan. Berdasarkan temuan tersebut, penelitian merekomendasikan agar institusi kesehatan, khususnya RSCM Kencana, lebih fokus pada penyusunan konten edukasi yang relevan, interaktif, dan mudah dipahami untuk meningkatkan literasi kesehatan digital masyarakat. Kolaborasi dengan key opinion leader, optimalisasi fitur interaktif Instagram, serta evaluasi rutin efektivitas kampanye digital perlu diperkuat. The rapid development of social media has driven healthcare institutions to utilize digital platforms to build more effective communication with the public. Social media marketing, especially through Instagram, has now become a main strategy to increase public engagement, expand health education, as well as build awareness and trust toward the institution. However, the effectiveness of this strategy still faces challenges related to the low level of digital health literacy in the community and the suboptimal use of Instagram as a marketing tool in the healthcare sector. This study is based on the Customer-Based Brand Equity (CBBE) theory and the Cognition-Affect-Conation (CAC) model, which explain how individuals’ perceptions, emotions, and behavioral intentions are formed through interactions on social media. Within this research framework, digital health literacy is positioned as a mediating variable that plays a key role in linking elements of social media marketing—including interactivity, informativeness, entertainment, and perceived relevance—with strategic outcomes such as brand awareness and brand trust. This study uses a quantitative approach with a survey method, involving 396 active Instagram users in the Greater Jakarta (Jabodetabek) area. The research instrument was developed based on indicators of each main variable and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. The results show that all dimensions of social media marketing have a significant effect on improving digital health literacy. Furthermore, digital health literacy positively mediates the influence of social media marketing on brand awareness and brand trust. These findings also indicate that marketing strategies prioritizing interactivity and informativeness in Instagram content are more effective in building brand trust and awareness than those focusing solely on entertainment or relevance. In addition, digital health literacy has proven to be a key factor that strengthens the impact of social media marketing on brand perception in the healthcare sector. Based on these findings, the study recommends that healthcare institutions, especially RSCM Kencana, focus more on developing educational content that is relevant, interactive, and easy to understand to enhance the community’s digital health literacy. Collaboration with key opinion leaders, optimizing Instagram’s interactive features, and regularly evaluating the effectiveness of digital campaigns should also be strengthened.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55223110007
Uncontrolled Keywords: Pemasaran media sosial, literasi kesehatan digital, brand awareness, brand trust, RSCM Kencana. Social media marketing, digital health literacy, brand awareness, brand trust, RSCM Kencana.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Maulana Arif Hidayat
Date Deposited: 08 Sep 2025 01:43
Last Modified: 08 Sep 2025 01:43
URI: http://repository.mercubuana.ac.id/id/eprint/97485

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.