Mayasari, Rizka Amelia (2025) Analisis Hubungan Pemasaran Digital, Kualitas Layanan Kesehatan, Kepuasan Pasien, dan Loyalitas Pasien di Puskesmas Rangkah. Masters thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of digital marketing and health service quality on patient satisfaction and loyalty at Rangkah public health center, Surabaya. The background of this study is based on the increasing need for responsive, modern, and digital technology-based health services, especially in the context of competition with private health facilities. This study uses a quantitative approach with data collection techniques through questionnaires distributed to 265 respondents who have been treated at Rangkah public health center. The analysis method used was Structural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that both digital marketing and health service quality had a significant effect on patient satisfaction and loyalty. In addition, patient satisfaction was shown to act as a mediating variable between digital marketing and service quality with patient loyalty. These findings confirm the importance of integration between effective digital marketing strategies and improved service quality in building sustainable patient loyalty. This study provides strategic implications for public healthcare managers in the face of digital transformation in the healthcare sector. Keyword: Digital Marketing, Quality of Health Service, Patient Satisfaction, Patient Loyalty, Public Health Center
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 650 - MANAGEMENT & AUXILIARY SERVICES |
| Divisions: | Magister of Management |
| Depositing User: | RIZKA AMELIA MAYASARI |
| Date Deposited: | 22 Sep 2025 06:05 |
| Last Modified: | 22 Sep 2025 06:05 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13815 |
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