Peran Word of Mouth dan Digital Review terhadap Keputusan Seleksi : Studi pada Rumah Sakit Swasta di Jawa Tengah
DOI:
https://doi.org/10.71154/ketpch89Kata Kunci:
WOM, Ulasan Digital, Pemilihan Rumah Sakit, Pengambilan Keputusan Pasien, Pemasaran Layanan KesehatanAbstrak
Studi ini menyelidiki pengaruh dari mulut ke mulut (WOM) dan ulasan digital terhadap keputusan pasien untuk memilih rumah sakit swasta di Indonesia, sebuah konteks di mana informasi kualitas layanan kesehatan terbatas dan sumber informal semakin penting. Mengacu pada teori pengaruh sosial dan pemrosesan ganda, studi ini mengembangkan sebuah model yang mengintegrasikan WOM, ulasan digital, dan interaksinya dalam membentuk keputusan pemilihan rumah sakit. Dengan menggunakan pendekatan kuantitatif dan penjelasan, data dikumpulkan dari 217 responden yang baru-baru ini memilih rumah sakit swasta berdasarkan WOM atau ulasan daring. Kuesioner terstruktur diberikan, dan data dianalisis menggunakan Structural Equation Modeling (SEM) melalui SmartPLS 4.0. Hasilnya menunjukkan bahwa baik WOM (β = 0,39, p < 0,001) maupun ulasan digital (β = 0,41, p < 0,001) secara signifikan memengaruhi pilihan rumah sakit. Selain itu, ulasan digital memoderasi efek WOM (β = 0,21, p = 0,005), memperkuat dampaknya ketika kedua sumber selaras. Uji ketahanan mengonfirmasi stabilitas model, dan analisis multi-kelompok menunjukkan efek yang konsisten di seluruh gender. Studi ini berkontribusi pada literatur dengan mengkaji dampak gabungan WOM dan e-WOM dalam layanan kesehatan—sektor yang ditandai dengan persyaratan kepercayaan yang tinggi—dan memberikan implikasi strategis bagi pemasar rumah sakit untuk mengelola saluran reputasi interpersonal dan digital secara kohesif. Temuan ini menawarkan wawasan spesifik konteks bagi administrator rumah sakit swasta di negara berkembang yang menavigasi perilaku pasien yang semakin digital.
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