Building Patient Trust through Social Media Marketing and Customer Experience: Evidence from Hospital X

Bella Nabiya Wijaya (Universitas Kristen Maranatha)
Kartika Imasari Tjiptodjojo (Universitas Kristen Maranatha)

Siber Journal of Advanced Multidisciplinary
Vol. 4 No. 2 (2026): Siber Journal of Advanced Multidisciplinary (July - September 2026)

Patient trust remains a critical issue in healthcare services because it influences patients’ decisions to seek treatment and continue using healthcare providers. This study investigates how social media marketing and customer experience shape patient trust at Hospital X, a dental and oral hospital located in Bandung. Quantitative research design was adopted, and data was gathered from 100 patients through a structured questionnaire. The study selected respondents using purposive sampling based on predefined criteria related to service utilization and social media exposure. The researchers analyzed the data using multiple linear regression. The findings reveal that both social media marketing and customer experience positively affect patient trust. The simultaneous test confirmed that the two variables jointly influence patient trust. These results highlight the value of combining effective digital communication with positive service experiences to strengthen trust in healthcare institutions.