Arifin, Muammar Fatkhurrosid (2026) Pengaruh Media Sosial Dan Personal Branding Terhadap Citra Merek Dan Dampaknya Pada E-Wom Layanan Kesehatan Klinik Bedah Di Surabaya. Masters thesis, Universitas Hayam Wuruk Perbanas.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
LOA_T16145355634146V52W_1785466362.pdf Restricted to Registered users only Download (483kB) |
|
|
Text
COVER .pdf Restricted to Registered users only Download (478kB) |
|
|
Text
BAB I.pdf Download (264kB) | Preview |
|
|
Text
BAB II.pdf Download (550kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (472kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (847kB) |
|
|
Text
BAB V.pdf Download (246kB) | Preview |
|
|
Text
Lampiran.pdf Restricted to Registered users only Download (2MB) |
Abstract
This study investigates how social media quality and personal branding influence brand image and electronic word of mouth (E-WoM) in the surgical clinic context. Grounded in the Stimulus–Organism–Response (S–O–R) framework and Social Credibility Theory, it examines how digital stimuli shape patients’ perceptions and behavioral responses. A quantitative explanatory design was employed. Data were collected from 150 active followers of a surgical clinic’s social media accounts and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social media quality comprising clarity, interactivity, and relevance and personal branding comprising authority and authenticity are critical drivers in constructing a robust brand image and encouraging patients to engage in E-WoM. These results suggest that in high-risk healthcare settings, patients do not respond merely to promotional content; they evaluate the credibility, usefulness, and relational value of digital touchpoints, which together shape institutional perceptions and willingness to share information. Theoretically, this study contributes by integrating social media quality and personal branding within a high-risk healthcare context, thereby addressing a gap in digital branding literature and extending the S–O–R framework and Social Credibility Theory to surgical clinic marketing. Practically, it offers strategic insights for surgical clinic managers to optimize digital communication strategies, leverage physician credibility, and strengthen patient trust and institutional reputation. The study also highlights the importance of managing both platform-level and person-level digital cues to foster favorable brand outcomes and positive E-WoM.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Magister of Management |
| Depositing User: | MUAMMAR FATKHURROSID ARIFIN |
| Date Deposited: | 01 Oct 2026 05:19 |
| Last Modified: | 01 Oct 2026 05:19 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14456 |
Actions (login required)
 |
View Item |