THE IMPACT OF SOCIAL MEDIA-BASED DIGITAL MARKETING ON HOSPITAL BRAND AWARENESS AMONG OUTPATIENTS AT NASHRUL UMMAH LAMONGAN ISLAMIC HOSPITAL
DOI:
https://doi.org/10.62354/jurnalmedicare.v5i4.512Abstract
Background: In the contemporary healthcare landscape, hospitals face escalating market competition, necessitating adaptive communication strategies. Although Nashrul Ummah Lamongan Islamic Hospital (RSI NU Lamongan) has integrated social media into its promotional endeavors, this digital activity had not been systematically evaluated, leaving its quantitative impact on outpatient brand awareness ambiguous.
Objective: To analyze the empirical influence of social media-based digital marketing on brand awareness among outpatients at Nashrul Ummah Lamongan Islamic Hospital. Methods: A quantitative cross-sectional analytical survey was conducted between November 2025 and April 2026. A sample of 98 outpatients was recruited from an average monthly population of 3,565 patients using an accidental sampling technique. Primary data were gathered using structured Likert-scale questionnaires. Data were evaluated through descriptive univariate categorization and inferential simple linear regression analysis.
Results: The vast majority of respondents rated social media digital marketing in the 'good' category (95.9%, n = 94) and demonstrated a high level of brand awareness (93.9%, n = 92). Instagram was the primary information portal (68.4%), followed by WhatsApp (38.8%) and TikTok (37.8%). Simple linear regression demonstrated a statistically significant positive effect of digital marketing on brand awareness (B = 0.545, Beta = 0.644, t = 8.245, p < 0.001), with a coefficient of determination (R²) of 0.408, indicating that digital marketing explains 40.8% of the variance in hospital brand awareness.
Conclusion: : Social media-based digital marketing exerts a statistically significant positive effect on hospital brand awareness. Nevertheless, because this study used a non-probability cross-sectional design, next research is recommended to employ probability-based random sampling and involve a broader range of hospitals to improve sample representativeness and enhance the generalizability of the findings.
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Keywords:
Brand awareness, Cross-sectional study, Digital marketing, Hospital administration, Social media, outpatientReferences
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