PENGARUH AKTIVITAS PROMOSI MEDIA SOSIAL DAN E-WOM PADA KEPUTUSAN UNTUK BEROBAT YANG DIMEDIASI OLEH BRAND AWARENESS RS EMC TANGERANG

SIHOMBING, BENEDICT IGLECIAS (2021) PENGARUH AKTIVITAS PROMOSI MEDIA SOSIAL DAN E-WOM PADA KEPUTUSAN UNTUK BEROBAT YANG DIMEDIASI OLEH BRAND AWARENESS RS EMC TANGERANG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

In 2019, the visits of EMC Tangerang Hospital patients, both old and new, fluctuated. The Covid-19 pandemic, which is currently still ongoing, has affected the visits of EMC Tangerang Hospital patients in April - June 2020, which decreased when the PSBB regulations were enforced. This study aims to determine, analyze relationships, and test the variables in the study to produce research implications. This study uses a quantitative research approach with experimental methods. In this study, there are three variables, namely the mediator variable, the independent variable, and the dependent variable. Data collection was carried out by distributing questionnaires online to respondents who were included in the research sample criteria. The analysis technique used in this research is the Structural Equation Model (SEM) based on components or variants using the smartPLS application. Social media and eWom promotional activities directly affect brand awareness and the decision to seek treatment at EMC Tangerang Hospital, brand awareness does not affect the decision to seek treatment at EMC Tangerang Hospital, and brand awareness does not mediate the relationship between social media promotional activities and the decision to seek treatment at EMC Tangerang Hospital, brand awareness did not mediate the relationship between eWom and the decision to seek treatment at EMC Tangerang Hospital. Key word : EMC Tangerang Hospital, social media promotion activity, eWom, brand awareness, and medical treatment decisions. Dalam tahun 2019 kunjungan pasien RS EMC Tangerang baik pasien lama maupun baru fluktuatif cenderung menurun. Pandemi covid-19 yang saat ini masih berlangsung mempengaruhi kunjungan pasien RS EMC Tangerang pada bulan April – Juni 2020 yang menurun saat pemberlakuan aturan PSBB. Penelitian ini bertujuan untuk mengetahui, menganalisis hubungan, dan menguji variabel-variabel dalam penelitian sehingga menghasilkan implikasi penelitian. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan metode eksperimen. Dalam penelitian ini terdapat tiga variabel yakni variabel mediator, variabel independen, dan variabel dependen. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online kepada responden yang termasuk dalam kriteria sample penelitian. Teknik analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) yang berbasis komponen atau varian dengan menggunakan aplikasi smartPLS. Aktivitas promosi media sosial dan eWom mempengaruhi secara langsung brand awareness dan keputusan berobat ke RS EMC Tangerang, brand awareness tidak mempengaruhi keputusan berobat ke RS EMC Tangerang, dan brand awareness tidak memediasi hubungan aktivitas promosi media sosial dengan keputusan berobat ke RS EMC Tangerang, brand awareness tidak memediasi hubungan eWom dengan keputusan berobat ke RS EMC Tangerang. Kata kunci : RS EMC Tangerang, aktivitas promosi media sosial, eWom, brand awareness, dan keputusan berobat

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120035
Uncontrolled Keywords: RS EMC Tangerang, aktivitas promosi media sosial, eWom, brand awareness, dan keputusan berobat
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Nov 2021 06:50
Last Modified: 29 Nov 2021 06:50
URI: http://repository.mercubuana.ac.id/id/eprint/51031

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