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All Journal Global Journal of Health Administration
Mundakir
University of Muhammadiyah Surabaya

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Advancement Of A Brand Equity-Based Social Media Marketing Activities (Smma) Model To Enhance Purchase Intention In A Private Hospital In Sidoarjo Isnaini Fajariah; Mundakir; Sukadiono; Pipit Festi Wiliyanarti
Global Journal of Health Administration Vol 1 No 2 (2025): Desember
Publisher : LP2IHKI UMSurabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/gjha.v1i2.27539

Abstract

Objective: Comprehensive researches regarding the effect of the component of brand equity on Social Media Marketing Activities (SMMA) and purchase intention are lacking. This study provides an integrated analysis of those variables on SMMA and purchase intention. Furthermore, this study expands the concept of SMMA by means of incorporating advertisement and perceived risk analyses to the concept. Methods: This study employs an explanatory research design. The research utilizes a cross-sectional data approach. Data collection was conducted through a questionnaire survey using a Likert scale for measurement. The study population consists of all inpatients who meet the inclusion criteria. The sampling technique applied was purposive sampling across various inpatient room categories, including Class 1, Class 2, Class 3, VIP, Suite Room, and President Suite. Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4 software. Results: This study found the following: SMMA had a significant effect on brand equity with r square value 0,656, p <0.05 and purchase intention with r square value 0.631, p<0.05. Brand equity neither significantly affected purchase intention with r square value 0.003, p = 0.528 nor mediated SMMA and purchase intention p=0.544. Conclusion: Respondent characteristics have a significant influence on the variables examined. Consequently, social media marketing can be considered to have a stronger impact on respondents' decision-making compared to brand equity in the context of a hospital. Brand equity is not able to serve as a mediating variable between SMMA and Purchase Intention.
Analysis Impact Of Nursing Kpis And Electronic Medical Records On Service Quality In A Type B Hospital Dwi Untari Fadillah Asih; Sholihul Absor; Mundakir
Global Journal of Health Administration Vol 1 No 2 (2025): Desember
Publisher : LP2IHKI UMSurabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/gjha.v1i2.29615

Abstract

Objective : This study aims to analyze the effect of nursing Key Performance Indicator (KPI) implementation and Electronic Medical Record (ERM) utilization on service quality improvement in a Type B Hospital in Surabaya.   Methods: This study employed a quantitative cross-sectional design involving 100 registered nurses selected through purposive sampling. Data were collected using a structured questionnaire consisting of 10 items for KPI implementation, 8 items for EMR utilization, and 12 items for service quality, measured using a 5-point Likert scale. Data were analyzed using multiple linear regression to examine the relationships between variables.   Resulth : There was a considerable favorable impact on service quality from implementing KPIs (β = 0.427; p < 0.001), and ERM utilization also had a significant influence (β = 0.365; p < 0.001).The results highlight the importance of digital documentation systems and organized performance assessment in improving the quality of healthcare services.   Conclusion : Healthcare services are made more efficient, accurate, and responsible by the combination of KPI and ERM.Based on the results of this research, healthcare facilities should enhance their performance management systems and maximize the use of health information technology in order to facilitate long-term quality improvement.
Co-Authors Dwi Untari Fadillah Asih Isnaini Fajariah Pipit Festi Wiliyanarti Sholihul Absor Sukadiono