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p-Index From 2021 - 2026
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All Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Widya Ayu Shantika
Universitas Adhirajasa Reswara Sanjaya
Economics, Econometrics & Finance

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP PENINGKATAN KUNJUNGAN DI LAYANAN KESEHATAN Widya Ayu Shantika; Merdayana Merdayana; Meyta Minggar Kusumasari; Shafira Fitriany; Shaleh Muhammad Drehem; Muhammad Rifqi Al Azim; Acep Rohendi
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 5 No 1 (2026): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v5i1.251

Abstract

ABSTRACT The digital transformation has reshaped the hospital marketing landscape, making digital marketing an imperative strategic instrument. This study aims to analyze the influence of digital marketing strategies, particularly social media marketing (SMM), on increasing patient visits in hospitals through a systematic literature review of 14 recent empirical studies (2018-2025). The findings reveal that the impact of SMM on patient visits is indirect and complex, mediated by increased brand awareness, electronic word of mouth (e-WOM), relationship quality, and patient experience. The post-pandemic context serves as a significant catalyst accelerating the adoption of these strategies. The effectiveness of SMM heavily depends on selecting the right platforms (such as Instagram and TikTok), creating educational and interactive content, and synergistic integration with the conventional marketing mix (7P) and Integrated Marketing Communication (IMC) framework. However, the success of this strategy remains grounded in core service quality and requires attention to ethical challenges and continuous evaluation. In conclusion, SMM functions as a catalyst for digital transformation that builds intangible assets, which are then converted into physical visits, thereby significantly contributing to hospital sustainability in the competitive era. Keywords: Digital Marketing, Social Media, Patient Visits, Conventional Marketing Mix, Integrated Marketing Communication
RUMAH SAKIT SEBAGAI PRODUK JASA: INTEGRASI KARAKTERISTIK JASA, KUALITAS PELAYANAN, DAN PENCIPTAAN NILAI BAGI PASIEN Albertus Dimas Aji Putra; Andi Yunita Himawan; Muhammad Rifqi Al-Azim; Saleh Muhammad Drehem; Widya Ayu Shantika; A. Rohendi
JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Vol 5 No 2 (2026): JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA)
Publisher : PUBLISHER ABISATYA DINAMIKA ISWARA PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58268/eb.v5i2.332

Abstract

Hospitals are healthcare service organizations that generate value primarily through service processes, professional interactions, patient experiences, and health outcomes. This article aims to analyze hospitals as service products by integrating concepts such as service characteristics, service quality, patient experience and satisfaction, perceived value, and co-creation of value. The study employs a narrative literature review of scientific publications from the 2021–2026 period relevant to the topic. The synthesis reveals that the inherent nature of services—characterized by intangibility, inseparability of production and consumption, variability, and perishability—influences capacity management, process standardization, healthcare professional interactions, and the physical evidence of service delivery. Hospital service quality is shaped by reliability, responsiveness, assurance, empathy, physical aspects, process quality, communication, the service environment, and patient engagement. The literature also highlights the links between service quality and patient experience, perceived value, satisfaction, revisit intentions, and recommendations. It is concluded that hospitals must be managed as integrated service systems that sustainably align clinical quality, patient experience, human resource capabilities, digital services, and value co-creation.
Co-Authors A. Rohendi Acep Rohendi Albertus Dimas Aji Putra Andi Yunita Himawan Merdayana Merdayana Meyta Minggar Kusumasari Muhammad Rifqi Al Azim Muhammad Rifqi Al-Azim Saleh Muhammad Drehem Shafira Fitriany Shaleh Muhammad Drehem