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All Journal Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Journal of Ageing And Family
Syafitri, Resty Dian
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Medicine & Pharmacology Neuroscience Nursing Public Health

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The Influence Of Word Of Mouth, Electronic Word Of Mouth, And Brand Image On Outpatient Decisions To Use Healthcare Services At Al-Muchtar Islamic Hospital Karawang Syafitri, Resty Dian; Rinaldi, Enrico Adhitya; Ambarini, Tinon; Agustin, Dinni
Journal of Ageing And Family Vol 4, No 1 (2024): Journal of Ageing And Family
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM Universitas Respati Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/joaf.v4i1.6861

Abstract

Background : Hospitals have become public healthcare service facilities that are not only socially oriented but also have a business aspect. The increasing competition among healthcare service facilities requires hospitals to pay attention to the factors that influence, guide, and encourage patients' decisions in choosing a hospital, including word of mouth (WOM), eWOM, and brand image. This study aims to determine the influence of WOM, eWOM, and brand image on the decision to choose outpatient services at AlMuchtar Islamic Hospital in Karawang. The research was conducted using a quantitative method with a cross-sectional approach. Data was collected by distributing questionnaires to respondents. The sampling technique used was purposive sampling, which involved distributing questionnaires to respondents who were available at a certain place according to the context of the research.. Hypothesis testing was conducted using t-tests and F-tests. The results of the study show that there is an influence of word of mouth and brand image on the decision to choose outpatient services at the hospital, while the eWOM variable does not have a significant effect. Result :Therefore, it can be concluded that word of mouth (WOM) and brand image play an important role in the decision to choose outpatient services at AlMuchtar Islamic Hospital in Karawang. Keywords: Word of Mouth, eWOM, Brand Image, Decision to Choose Healthcare Services
Pengaruh Word Of Mouth, Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pasien Rawat Jalan Dalam Menggunakan Layanan Kesehatan Di RSI Al Muchtar Karawang Syafitri, Resty Dian; Rinaldi, Enrico Adhitya; Ambarini, Tinon
Jurnal Manajemen dan Administrasi Rumah Sakit Indonesia (MARSI) Vol 10, No 1 (2026): Jurnal Manajemen dan Administrasi Rumah Sakit (MARSI)
Publisher : LPPM Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/marsi.v10i1.7884

Abstract

Latar Belakang : Rumah sakit merupakan fasilitas layanan kesehatan masyarakat yang tidak hanya berorientasi sosial tetapi juga merupakan aspek bisnis. Persaingan dari beberapa fasilitas layanan jasa kesehatan yang semakin ketat menuntut rumah sakit untuk memperhatikan faktor-faktor yang mempengaruhi, mengarahkan dan mendorong keputusan pasien dalam memilih rumah sakit. Beberapa faktor diantaranya adalah komunikasi WOM ,eWOM dan Brand Image. Penelitian ini bertujuan untuk mengetahui pengaruh WOM, eWOM dan Brand Image terhadap keputusan Pasien Rawat Jalan dalam memilih layanan kesehatandi Rumah Sakit Islam Al Muchtar Karawang. Penelitian ini dilakukan dengan metode kuantitatif dengan pendekatan cross sectional. Pengambilan data dilakukan dengan menyebarkan kuisioner terhadap responden. Teknik sampling yang digunakan adalah purposive sampling, yaitu menyebarkan kuisioner kepada responden yang kebetulan ada atau tersedia di suatu tempat sesuai dengan konteks penelitian. Hasil penelitian menyatakan bahwa terdapat pengaruh word of mouth dan brand image terhadap keputusan memilih layanan rawat jalan rumah sakit, namun variabel eWOM tidak berpengaruh secara signifikan. Kesimpulan : Sehingga dapat dismpulkan bahwa komunikasi dari mulut ke mulut (WOM) dan brand image memiliki peran penting terhadap keputusan memilih layanan rawat jalan di Rumah Sakit Islam Al muchtar Karawang. Kata Kunci: Word of Mouth,eWOM, Brand Image, Keputusan Memilih Pelayanan Kesehatan
Co-Authors Agustin, Dinni Ambarini, Tinon Rinaldi, Enrico Adhitya