Pengaruh Daya Tanggap dan Pemasaran Media Sosial terhadap Keputusan Pasien Berkunjung Kembali dengan Kepercayaan sebagai Variabel Intervening pada Pasien Rawat Jalan
Abstract
Penelitian ini dilandasi hasil observasi awal yang menginformasikan bahwa terjadi penurunan jumlah pasien lama non JKN per kuartal ke-3 sebanyak 161 (15%) pasien dibandingkan kuartal pertama di tahun 2023, mengindikasikan adanya pertimbangan khusus dari pasien dalam memilih layanan rawat jalan di RS Setya Bhakti. Tujuan: penelitian ini bertujuan menganalisis pengaruh daya tanggap dan pemasaran media sosial terhadap keputusan pasien dengan kepercayaan sebagai variabel intervening. Metode: penelitian penelitian kuantitatif dengan desain cross sectional study. Sampel dalam penelitian ini adalah pasien rawat jalan non-JKN dengan fasilitas pembayaran pribadi dan asuransi RSIA Setya Bhakti dengan jumlah sampel sebanyak 185 sampel. Data dikumpulkan menggunakan kuesioner. Teknik analisis Structural Equation Modeling (SEM) dengan metode Partial Least Square (PLS). Hasil: Kepercayaan pasien dipengaruhi oleh daya tanggap penyedia layanan kesehatan dan pemasaran media sosial. Daya tanggap dan pemasaran media sosial yang baik dapat meningkatkan kepercayaan pasien, yang pada gilirannya mempengaruhi keputusan pasien untuk kembali. Selain itu, kepercayaan pasien juga mempengaruhi keputusan pasien berkunjung kembali, dengan pengalaman positif sebelumnya meningkatkan kepercayaan dan keinginan untuk kembali. Simpulan : Penelitian ini menemukan bahwa daya tanggap dan pemasaran media sosial mempengaruhi keputusan pasien berkunjung kembali dengan kepercayaan sebagai variabel intervening.
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