THE INFLUENCE OF INSTAGRAM-BASED DIGITAL MARKETING ON PATIENT INTENTION TO SEEK HEALTHCARE AT MUHAMMADIYAH BABAT GENERAL HOSPITAL

Authors

  • Hana Salsabila Department of Hospital Administration, Universitas Muhammadiyah Lamongan
  • Dadang Kusbiantoro Department of Hospital Administration, Universitas Muhammadiyah Lamongan
  • Nahardian Vica Rahmawati Department of Hospital Administration, Universitas Muhammadiyah Lamongan
  • Faizzatul Ummah Department of Hospital Administration, Universitas Muhammadiyah Lamongan

DOI:

https://doi.org/10.62354/jurnalmedicare.v5i4.513

Abstract

Background: The competitive healthcare environment has compelled hospitals to transition toward digital promotional platforms to enhance public engagement. Muhammadiyah Babat General Hospital (RSU Muhammadiyah Babat) actively uses its official Instagram account (@rsumbabat) for marketing and health education; however, outpatient visits have fluctuated across 2022–2024, leaving the empirical effect of its social media campaigns on prospective patients' treatment-seeking intentions uncertain. 

Objective: To analyze the empirical effect of digital marketing via Instagram on the intention to seek healthcare among new outpatients at RSU Muhammadiyah Babat. Methods: This quantitative study employed an analytical cross-sectional design. A sample of 100 new outpatients was selected using purposive sampling. Data were collected via structured Likert questionnaires validated against reach, accessibility, usability, immediacy, permanence, and the AIDA (Attention, Interest, Desire, Action) framework (Cronbach's alpha = 0.905 and 0.911). Data were evaluated using descriptive univariate analysis and simple binary logistic regression. 

Results: The majority of respondents perceived the hospital's Instagram digital marketing as good (93.0%, n = 93) and reported a high intention to seek healthcare (87.0%, n = 87). Simple logistic regression indicated a statistically significant positive effect of Instagram digital marketing on treatment-seeking intention (B = 0.511, Wald = 15.329, p < 0.001, Odds Ratio [OR] = 1.667, 95% CI: 1.291–2.153). Patients perceiving digital marketing favorably were 1.667 times more likely to demonstrate high treatment-seeking intentions.

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Keywords:

Cross-sectional study, Digital marketing, Hospital promotion, Instagram, Outpatients, Patient intention

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Published

2026-10-31

How to Cite

Hana Salsabila, Dadang Kusbiantoro, Nahardian Vica Rahmawati, & Faizzatul Ummah. (2026). THE INFLUENCE OF INSTAGRAM-BASED DIGITAL MARKETING ON PATIENT INTENTION TO SEEK HEALTHCARE AT MUHAMMADIYAH BABAT GENERAL HOSPITAL. Jurnal Medicare, 5(4), 1762–1769. https://doi.org/10.62354/jurnalmedicare.v5i4.513

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Vol. 5 No. 4 (2026): OCTOBER 2026

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