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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Maulana Ali Syahidin
Universitas Muhammadiyah Sidoarjo
Economics, Econometrics & Finance

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Digital Marketing Strategy for Patient Visit Decisions with Brand Awareness as an Intervening Variable at Fatma Eye Hospital Maulana Ali Syahidin; Hadiah Fitriyah
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10399

Abstract

This study investigates the effect of digital marketing on patient visit decisions with brand awareness as an intervening variable at Fatma Eye Hospital. A quantitative explanatory design was employed using purposive sampling with 100 respondens. Data were collected through structured questionnaries and analyzed using SEM-PLS. The result reveal that digital marketing significantly influences both brand awareness and patient visit decisions. Brand awareness also has a significant effect on patient visit decisions and mediates the relationship between digital marketing and patient decisions. These findings confirm the role brand awareness as a cognitive mechanism linking digital marketing to behavioral outcomes. The study provides theoretical and practical implications for optimizing integrated digital marketing strategies to enchance hospital competitiveness and patient acquisition.
Co-Authors Hadiah Fitriyah