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All Journal Jobmark: Journal of Branding and Marketing Communication Innovative: Journal Of Social Science Research
Elgusia, Reghina
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Why does Hospital Social Media Marketing Public Relations Fail? A Close Observation of Brand X in Socializing its MRI Service Benefits Elgusia, Reghina
Jobmark: Journal of Branding and Marketing Communication Vol. 5 No. 1 (2023): JOBMARK Vol 5 No 1 (July-December 2023)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v1i2.199

Abstract

A marketing public relations (MPR) program significantly contributes to service sales, including hospitals. However, the MPR communication carried out by brand X through social media in promoting the benefits of MRI services did not impact new customer acquisition. Sales results show contributions not from social media but from direct sales to potential customers. Why did the X hospital brand MPR program fail? What's wrong? This article investigates the phenomenon of MPR program failure through digital observation methods that are inherent and close to knowing what communicative factors cause program failure. The study also interviewed vital informants behind the program and triangulated them with consumer audiences, especially followers of brand X's social media accounts. This study is essential as a lesson for other brands in implementing effective MPR programs.
Pengaruh Komunikasi Interpersonal terhadap Motivasi Pasien dalam Melaksanakan Pemeriksaan MRI (Magnetic Resonance Imaging) Elgusia, Reghina; Noer, Mochammad Kresna; Eddyono, Aryo Subarkah; Agustini, Prima Mulyasari
Innovative: Journal Of Social Science Research Vol. 4 No. 6 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i6.15104

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi interpersonal terhadap motivasi pasien dalam melaksanakan pemeriksaan MRI di RS X. Berdasarkan karakteristik responden yang melakukan pemeriksaan MRI pada bulan Mei, mayoritas responden berada pada rentang usia 21-30 tahun dan menggunakan jaminan kesehatan BPJS Kesehatan. Selain itu, sebagian besar responden berasal dari rujukan luar RS X, yang menunjukkan bahwa lebih banyak pasien dirujuk dari luar dibandingkan dari poliklinik dan rawat inap RS X. Hasil penelitian menunjukkan bahwa komunikasi interpersonal memiliki pengaruh yang signifikan terhadap motivasi pasien dalam melakukan pemeriksaan MRI, dengan pengaruh sebesar 77,7%. Koefisien regresi menunjukkan hubungan positif dan signifikan antara komunikasi interpersonal dan motivasi pasien (B = 0,557, t = 17,017). Temuan ini menegaskan pentingnya komunikasi interpersonal yang efektif dalam meningkatkan motivasi pasien untuk menjalani pemeriksaan MRI.
Co-Authors Aryo Subarkah Eddyono Noer, Mochammad Kresna Prima Mulyasari Agustina