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All Journal JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Tita Hariyanti
Master of Hospital Management Program, Faculty of Medicine, Universitas Brawijaya, Malang
Economics, Econometrics & Finance

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Digital engagement and healthcare service selection: Insights into young consumers decision-making in the digital era Siwi Dyah Ratnasari; Tita Hariyanti; Pardiman Pardiman; Nevi Danila
JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Vol. 23 No. 1 (2026): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31106/jema.v23i1.24252

Abstract

Digital transformation has fundamentally changed how young healthcare consumers select hospitals, shifting decision-making beyond clinical quality toward digitally mediated experiences. Despite the rapid digitalization of healthcare services, limited research explains how digital engagement and experiential value jointly shape hospital choice from a service marketing perspective. Using a qualitative phenomenological approach, this study analyzed in-depth interviews with 11 young healthcare consumers in a medium-sized Indonesian city. Five determinants emerged: digital visibility, online interaction quality, facility comfort, patient reviews, and perceived emotional value. The findings demonstrate that digital touchpoints and experiential value play a central role in hospital choice. This study extends consumer behavior and service marketing literature by integrating digital engagement and emotional value into hospital choice behavior. Although the findings are context-specific, they offer strategic insights for healthcare organizations to strengthen competitiveness through digitally integrated, patient-centered marketing strategies that enhance engagement, trust, and long-term loyalty.
Co-Authors Nevi Danila Pardiman Pardiman Siwi Dyah Ratnasari