Research Paper
Year: 2021 | Month: February | Volume: 8 | Issue: 2 | Pages: 492-504
DOI: https://doi.org/10.52403/ijrr.20210262
The Influence of Social Media Promotion Activities and e-WOM on Treatment Decision Meditating by Brand Awareness of EMC Tangerang Hospital
Benedict Iglecias Sihombing1, Achmad Fachrodji2
1Department of Magister Management, 2Department of Magister Management,
Mercubuana University, Jakarta, Indonesia.
Corresponding Authors: Benedict Iglecias Sihombing, Achmad Fachrodji
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 online questionnaires 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.
Keywords: EMC Tangerang Hospital, social media promotion activity, eWom, brand awareness, and medical treatment decisions.
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