Pengaruh Content Marketing terhadap Intention To Follow Instagram/Tiktok, Brand Trust dan Brand Loyalty Rumah Sakit.

Abstract

The healthcare industry is an industry that relies heavily on public trust. The marketing activities he carries out are usually face-to-face. When the pandemic arrived, this industry needed to adapt to the digital world, one of which was social media marketing. Edelweiss Hospital in Bandung City is one of the new hospitals that is active on social media but has not yet received optimal results from social media marketing. The number of inpatient visits to Edelweiss Hospital in 2022 is not yet in line with the number of followers and the number of uploads by Edelweiss Hospital which is already good. This research aims to find out how Edelweiss Hospital's content marketing influences brand loyalty both directly and indirectly through intention to follow and brand trust and whether there is a moderating effect from the characteristics of hospitals that are more experienced, larger and government owned. Apart from that, research in the field of social media marketing in hospitals is still very limited. The data used is secondary data from the West Java Health Profile as well as social media marketing activities from each hospital account. Apart from that, it is used for primary data from questionnaire results. Data was collected from 304 respondents, of which 125 respondents were collected from Edelweiss Hospital, 58 respondents from Limijati Hospital, 50 respondents from Bandung Kiwari Hospital and 71 respondents from Al Islam Hospital. This research uses a descriptive approach, Structural Equation Model-Partial Least Square (SEM-PLS) analysis with WarpPLS version 8.0 software. The results generally show that respondents from each hospital have the same segment, namely young middle-income families. Based on the results of hypothesis testing, content has a positive and significant effect on brand trust and brand loyalty. Intention to Follow has a positive and significant effect on Brand Trust and is successful in partially mediating between Content Marketing and Brand Trust. Brand Trust has a positive and significant effect on Brand Loyalty and is successful in partially mediating the relationship between Content Marketing and Brand Loyalty. A partial moderating effect of the hospital ownership variable was found on the relationship between Content Marketing and Brand Trust and Brand Loyalty. This research suggests increasing content related to hospital credibility on Instagram in short video format. In addition, content that is reflective of patients, such as testimonials, is recommended to be improved. Future research can further explore brand satisfaction and service quality to complement the results of this research.