THE INFLUENCE OF DIGITAL REPUTATION AND ELECTRONIC WORD OF MOUTH ON THE DECISION TO USE HOSPITAL SERVICES

Rahmi Rachmawati Sari (Universitas Sangga Buana Bandung)
Nadia Syahran Naja (Universitas Sangga Buana Bandung)
Leni Nuraeni HR (Universitas Sangga Buana Bandung)
Novita Purnama Rifa (Universitas Sangga Buana Bandung)
Vip Paramarta (Universitas Sangga Buana Bandung)

Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Vol. 6 No. 4 (2026): Multidiciplinary Output Research For Actual and International Issue

Digital transformation has changed how people seek information and make decisions regarding healthcare services. Digital reputation and electronic word of mouth (e-WOM) have become important sources of information that may influence patients' perceptions and decisions when selecting hospitals. This study aims to analyze the influence of digital reputation and e-WOM on hospital service utilization decisions. A quantitative approach with a cross-sectional design was employed. Respondents were patients or hospital service users who met the predetermined inclusion criteria. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Digital reputation was measured through patient orientation, service quality, reliability, information credibility, and digital image, while e-WOM was measured through intensity, positive valence, negative valence, and information content. Hospital service utilization decisions were assessed based on decision certainty, suitability to needs, service utilization, intention to reuse, and willingness to recommend. The results indicated that [insert H1 result] and [insert H2 result]. Collectively, the two independent variables explained [R²]% of the variance in hospital service utilization decisions. The study concludes that effective digital reputation and e-WOM management are important components of hospital marketing strategies and competitiveness.