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JIMEK
Published by Pusat Riset dan Inovasi Nasional
ISSN : 28099427     EISSN : 28099893     DOI : 10.55606
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK), SSN: 2809-9893 online dan ISSN:2809-9427 cetak. Jurnal JIMEK diterbitkan Amik Veteran Porwokerto, terbit setahun Tiga kali (Maret, Juli dan November) menerapkan proses peer-review dalam memilih artikel berkualitas berdasarkan penelitian ilmiah dan teoritis. JIMEK diterbitkan untuk mengembangkan dan memperkaya diskusi ilmiah bagi para sarjana dan penulis yang menaruh minat pada isu-isu sosial-budaya di Indonesia. Redaksi menerima artikel berbasis teori dan penelitian. Cakupan keilmuan Jurnal Manajemen, Ekonomi dan Kewirausahaan adalah jurnal yang memuat tentang hasil-hasil penelitian ilmu manajemen yang terdiri dari Manajemen SDM, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Operasional dan Manajemen Bisnis Syariah serta Manajemen Kewirausahaan
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 12 Documents
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Search results for , issue "Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)" : 12 Documents clear
Transformasi Digital Marketing dalam Peningkatan Loyalitas Pasien di Rumah Sakit: Studi Eksperimen Interaktif Berbasis AI Chatbot Puspa Widiyawati; Ria Anggraeni Lubis; Orieza Sativa Novitaloka
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.8221

Abstract

Digital transformation has brought profound changes to healthcare marketing strategies, particularly in building patient loyalty through more personalized, responsive, and technology-driven communications. This study focuses on the contribution of AI chatbots as part of a hospital's digital marketing strategy in building patient loyalty. The approach used was descriptive qualitative with a phenomenological method, where data was obtained through in-depth interviews and participant observation of patients who had used chatbot services. Thematic analysis identified five key themes: ease of access to information, service personalization, sense of security and trust, limited empathy, and positive impact on service reuse intentions. The results show that AI chatbots function effectively as an initial communication medium capable of increasing patient trust and emotional engagement, although they have not completely replaced human communication, especially in situations requiring high empathy. These findings indicate the need for a hybrid strategy that combines technological efficiency with human involvement, so that communication remains adaptive and effective. Furthermore, the development of Natural Language Processing-based chatbots is crucial for increasing the sensitivity, relevance, and quality of interactions. Conceptually, this study enriches the understanding of digital marketing in the healthcare sector, and practically provides recommendations for hospitals in strengthening patient loyalty strategies amidst the increasingly rapid flow of digital transformation.
Peran Brand Love Memediasi Pengaruh Service Quality terhadap Electronic Word of Mouth (E-Wom) Gojek di Kota Denpasar Ni Komang Diah Ayumi; I G. A. Kt. Giantari
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.8233

Abstract

This study aims to examine the mediating role of brand love in the relationship between service quality and electronic word of mouth (e-WOM), with a focus on Gojek users in Denpasar City. The background of this research is grounded in the increasing competition within the digital transportation service industry, where service quality serves as a key determinant in fostering customers’ emotional attachment to the brand (brand love), which in turn encourages consumers to share their experiences through electronic word of mouth. A total of 115 respondents participated in this study, selected using a non-probability sampling method with purposive sampling technique. Data were collected through questionnaires, with 30 percent distributed online via Google Forms and 70 percent offline. The findings reveal that: (1) service quality has a positive and significant effect on e-WOM, (2) service quality has a positive and significant effect on brand love, (3) brand love has a positive and significant effect on e-WOM, and (4) brand love mediates the effect of service quality on e-WOM. The theoretical implications of this study reinforce prior research findings through the lens of the Consumer Behavior Model. Practically, the results highlight the importance of consistently improving Gojek’s service quality to nurture brand love, which ultimately motivates customers to voluntarily share their experiences via digital media in the form of e-WOM.

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