THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER ENGAGEMENT IN THE HEALTHCARE SECTOR

Arya Raditya Damarjati, Prof. Amin Wibowo, S.E., M.B.A., Ph.D.,

2025 | Tesis | S2 Manajemen

Penelitian Disertasi ini meneliti bagaimana pemasaran media sosial (Social Media Marketing/SMM) memengaruhi keterlibatan konsumen (consumer engagement) dalam sektor kesehatan, dengan fokus pada Ermust Clinic di Pontianak, Indonesia. Penelitian ini mengkaji lima dimensi utama SMM, yaitu hiburan (entertainment), kustomisasi (customization), interaktivitas (interactivity), electronic word-of-mouth (e-WOM), dan tren (trendiness), menggunakan data survei dari 150 responden yang memiliki pengalaman dengan layanan serta media sosial klinik tersebut. Data dianalisis melalui korelasi dan regresi berganda dengan menggunakan perangkat lunak SPSS 2025. Hasil penelitian menunjukkan bahwa interaktivitas, kustomisasi, e-WOM, dan tren berpengaruh signifikan dan positif terhadap keterlibatan konsumen, dengan interaktivitas (? = 0,359; p < 0 xss=removed xss=removed xss=removed xss=removed xss=removed xss=removed>

This dissertation investigates how social media marketing (SMM) influences consumer engagement in the healthcare sector, focusing on Ermust Clinic in Pontianak, Indonesia. Five key SMM dimensions entertainment, customization, interactivity, electronic word-of-mouth (e-WOM), and trendiness were examined using survey data from 150 respondents with prior experience of the clinic’s services and social media. Data were analyzed through correlation and multiple regression with SPSS 2025. The findings reveal that interactivity, customization, e-WOM, and trendiness significantly and positively affect consumer engagement, with interactivity (? = .359, p < .001) being the most influential factor, highlighting the importance of two-way communication in building trust and emotional reassurance. Customization (? = .217, p < .001) strengthens engagement through personalized and relevant content, while e WOM (? = .247, p < .001) enhances credibility by leveraging peer reviews and testimonials. Trendiness (? = .168, p = .008) also contributes, particularly for younger audiences who value timely and socially relevant content. In contrast, entertainment (? = .045, p = .501) showed no significant impact, suggesting that healthcare audiences prioritize credibility, relevance, and interaction over amusement.

Kata Kunci : social media marketing, consumer engagement, healthcare sector, entertainment, customization, interactivity, e-WOM, trendiness