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All Journal Transformasi: Jurnal Pengabdian Masyarakat Jurnal Manajemen Kesehatan Indonesia JMM (Jurnal Masyarakat Mandiri) Darmabakti Cendekia: Journal of Community Service and Engagements Jurnal Surya Jurnal Pengabdian kepada Masyarakat Nusantara J-REMI : Jurnal Rekam Medik dan Informasi Kesehatan Kosala : Jurnal Ilmu Kesehatan INOVASI LOKAL : Pemberdayaan Masyarakat dalam Pembangunan Berkelanjutan Jurnal Medicare International Journal of Healthcare and Information Technology Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health LOYALITAS: Jurnal Pengabdian Kepada Masyarakat
Rahmawati, Nahardian Vica
Universitas Muhammadiyah Lamongan, Lamongan, Indonesia
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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THE IMPACT OF SOCIAL MEDIA-BASED DIGITAL MARKETING ON HOSPITAL BRAND AWARENESS AMONG OUTPATIENTS AT NASHRUL UMMAH LAMONGAN ISLAMIC HOSPITAL Ikhwatun Ainiyah; Nihayatul Munaa; Dadang Kusbiantoro; Nahardian Vica Rahmawati
Jurnal Medicare Vol. 5 No. 4 (2026): OCTOBER 2026
Publisher : Rena Cipta Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62354/jurnalmedicare.v5i4.512

Abstract

Background: In the contemporary healthcare landscape, hospitals face escalating market competition, necessitating adaptive communication strategies. Although Nashrul Ummah Lamongan Islamic Hospital (RSI NU Lamongan) has integrated social media into its promotional endeavors, this digital activity had not been systematically evaluated, leaving its quantitative impact on outpatient brand awareness ambiguous. Objective: To analyze the empirical influence of social media-based digital marketing on brand awareness among outpatients at Nashrul Ummah Lamongan Islamic Hospital. Methods: A quantitative cross-sectional analytical survey was conducted between November 2025 and April 2026. A sample of 98 outpatients was recruited from an average monthly population of 3,565 patients using an accidental sampling technique. Primary data were gathered using structured Likert-scale questionnaires. Data were evaluated through descriptive univariate categorization and inferential simple linear regression analysis. Results: The vast majority of respondents rated social media digital marketing in the 'good' category (95.9%, n = 94) and demonstrated a high level of brand awareness (93.9%, n = 92). Instagram was the primary information portal (68.4%), followed by WhatsApp (38.8%) and TikTok (37.8%). Simple linear regression demonstrated a statistically significant positive effect of digital marketing on brand awareness (B = 0.545, Beta = 0.644, t = 8.245, p < 0.001), with a coefficient of determination (R²) of 0.408, indicating that digital marketing explains 40.8% of the variance in hospital brand awareness. Conclusion: : Social media-based digital marketing exerts a statistically significant positive effect on hospital brand awareness. Nevertheless, because this study used a non-probability cross-sectional design, next research is recommended to employ probability-based random sampling and involve a broader range of hospitals to improve sample representativeness and enhance the generalizability of the findings.  
Co-Authors Afriska Anggi Putri Vianto Ahmad Mustofa Lutfi Ajeng Putri Mahfiroh Amirul Amalia Ari Kusdiyana Dadang Kusbiantoro Dadang Kusbiantoro Dadang Kusbiantoro, Dadang Diah Eko Martini Diana Mei Nanda Dias Tiara Putri Utomo Dias Tiara Putri Utomo Elsa Meylinda Enny Mar’atus Sholihah Faiz, Faizatul Ummah Faizatul Ummah Faizatul Ummah Finaty Ahsanah Finaty Ahsanah Ganda Saputra, Muhamad Ikhwatun Ainiyah Imam Hambali Lilis Maghfuroh M. Arif Saifuddin Mahfiroh, Ajeng Putri Mico Devi Ari Santo Muh. Ganda Saputra Muhamad Ganda Saputra muhamad ganda saputra Munaa, Nihayatul Nihayatul Muna, S.KM., MPH Nihayatul Munaa Nur Diana, Fara Nurdiana, Fara Nuriyati Nuriyati Nuryati Nuryati Nuryati Nuryati Rateh, Nali saputra, muhamad ganda Sholikah, Badriyatus Silvia Zety Fauziyati Siti Ulfiana Suhariyati Suhariyati Tiara Putri Utomo, Dias Tjatur Ermitajani Judi Widhiani, Elsa Fatika Yuni Anggraini