Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/27891
Title: Analisis Dampak Media Sosial Dan Strategi Content Marketing Terhadap Peningkatan Jumlah Pasien Klinik Anak Spc Medan Johor
Other Titles: Analysis of the Impact of Social Media and Content Marketing Strategies on Increasing Patient Attendance at the Pediatric Specialist Clinic in Medan Johor
Authors: Savira, Ayu
metadata.dc.contributor.advisor: Suryani, Wan
Keywords: social media;content marketing;increase in patient numbers;media sosial;peningkatan jumlah pasien
Issue Date: Mar-2025
Publisher: Universitas Medan Area
Series/Report no.: NPM;208320063
Abstract: Penelitian ini bertujuan untuk menganalisis dampak media sosial dan strategi content marketing terhadap peningkatan jumlah pasien di Klinik Anak SPC Medan Johor. Latar belakang penelitian ini adalah perkembangan teknologi informasi yang memungkinkan media sosial dan content marketing menjadi sarana interaktif untuk meningkatkan keterlibatan dan kepercayaan masyarakat terhadap layanan kesehatan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 100 responden yang merupakan orang tua pasien. Analisis dilakukan menggunakan regresi linier berganda untuk menguji pengaruh media sosial dan content marketing secara individu maupun simultan terhadap peningkatan jumlah pasien. Hasil penelitian menunjukkan bahwa media sosial dan content marketing secara signifikan memengaruhi peningkatan jumlah pasien. Strategi pemasaran digital berbasis media sosial, khususnya melalui Instagram dan TikTok, berhasil menarik perhatian audiens melalui konten edukatif, informatif, dan interaktif, sehingga membangun kepercayaan dan keterlibatan masyarakat. Kesimpulan penelitian ini menegaskan bahwa optimalisasi strategi media sosial dan content marketing dapat meningkatkan efektivitas promosi layanan kesehatan, memperkuat hubungan dengan masyarakat, dan meningkatkan jumlah pasien secara signifikan. This study aims to analyze the impact of social media and content marketing strategies on increasing the number of patients at Klinik Anak SPC Medan Johor. The background of this research is the development of information technology, which enables social media and content marketing to serve as interactive tools for enhancing community engagement and trust in healthcare services. The study employs a quantitative approach with a survey method, involving 100 respondents who are parents of patients. The analysis is conducted using multiple linear regression to examine the individual and simultaneous effects of social media and content marketing on the increase in patient numbers. The results show that social media and content marketing significantly influence the increase in patient numbers. Social media-based digital marketing strategies, particularly through Instagram and TikTok, have successfully captured audience attention through educational, informative, and interactive content, thereby building trust and engagement within the community. This study concludes that optimizing social media and content marketing strategies can significantly enhance the effectiveness of healthcare service promotions, strengthen community relationships, and increase patient numbers.
Description: 83 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/27891
Appears in Collections:SP - Management

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208320063 - Ayu Savira - Chapter IV.pdf
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