The Role of Digital Marketing Strategy on Patient Loyalty with Hospital Service as a Moderator in Regional Public Hospitals Across Greater Bandung
Keywords:
digital marketing strategy, patient loyalty, hospital service.Abstract
This study aims to analyze the influence of digital marketing strategy on patient loyalty, with hospital service as a moderating variable in Regional Public Hospitals across Greater Bandung. This study employs a quantitative approach using descriptive-verificative methods. The research sample consisted of 100 hospital patient respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using PLS-SEM through outer model testing, inner model testing, and bootstrapping. The results show that digital marketing strategy has a significant effect on patient loyalty, with a T-statistic value of 2.680 and a p-value of 0.049. Hospital service is also proven to strengthen the influence of digital marketing strategy on patient loyalty, with a T-statistic value of 2.706 and a p-value of 0.048. The R-Square value of 0.512 indicates that the model is able to explain patient loyalty by 51.2%. These findings emphasize the importance of alignment between digital information and the actual quality of hospital services.
Downloads
References
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2024). Services Marketing: Integrating Customer Focus Across the Firm. McGraw-Hill.
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson.
Lovelock, C., & Wirtz, J. (2022). Services Marketing: People, Technology, Strategy. World Scientific.
Himawan, A. Y., & Shantika, W. A. (2026). Digital marketing strategies to improve hospital quality and patient satisfaction: A literature review.
Sutrisno, I., Aryotejo, B., & Andriani, R. (2026). The effect of digital marketing in point of view hospital physician reputation to hospital visiting performance: A literature review.
Mawa, M. A. C., Niode, N. J., & Umboh, A. (2026). The effect of digital marketing and digital administration policies on patient retention through health service satisfaction at Advent Hospital Manado.
Natalia, G., Muryantisa, G. A. K. D., & Achmadi, H. (2026). The influence of digital service quality on patient satisfaction and patient loyalty: The moderating role of digital literacy in regional general hospitals.
Syamsul, R. A., & AP, A. R. A. (2026). The influence of marketing mix and service quality on outpatient satisfaction and loyalty.
Qomariah, N., Nursaid, N., & Mu’ah, M. (2026). The role of gender as a moderator: The impact of social media marketing, service quality and brand image on patient loyalty with patient satisfaction as the mediator.
Fikri, E. N., & Jatmiko, S. W. (2026). Electronic word-of-mouth and patient satisfaction in hospital services: A systematic literature review and bibliometric analysis.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2019.1705742
Hafez, M. (2021). The impact of social media marketing activities on brand equity in the banking sector in Bangladesh: The mediating role of brand love and brand trust. International Journal of Bank Marketing, 39(7), 1353–1376. https://doi.org/10.1108/IJBM-02-2021-0067
Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: The mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/JRIM-03-2021-0072
Althuwaini, S. (2022). The effect of social media activities on brand loyalty for banks: The role of brand trust. Administrative Sciences, 12(4), 148. https://doi.org/10.3390/admsci12040148
Ibrahim, B. (2022). Social media marketing activities and brand loyalty: A meta-analysis examination. Journal of Promotion Management. https://doi.org/10.1080/10496491.2021.1955080
Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64, 102826. https://www.sciencedirect.com/science/article/pii/S0969698921003921
Fajarwati, D., & Haliza, T. N. (2024). Social media marketing activities and their effect on brand loyalty among generations. Journal of Enterprise and Development. https://journal.uinmataram.ac.id/index.php/jed/article/view/11170
Al Hazmi, M. Z. A., & Muhammad, Y. (2024). Building value co-creation, brand loyalty, and brand trust through social media marketing. Research Horizon. http://www.journal.lifescifi.com/index.php/RH/article/view/434
Setiawan, P., & Parwati, K. Y. (2025). Customer loyalty drivers in online travel agencies: The roles of green brand image, CRM, and e-WOM. Jurnal Manajemen Pemasaran dan Perilaku Konsumen. https://jmppk.ub.ac.id/index.php/jmppk/article/view/644
Pangkey, F. C., & Kainde, L. L. (2026). Sustainable digital marketing and service quality as drivers of customer loyalty: The mediating role of trust in MSMEs. Economics and Digital Business Review. https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/3638
Opuni, F. F. (2023). The nexus between e-marketing, e-service quality, e-satisfaction and e-loyalty: A cross-sectional study within the context of online SMEs in Ghana. University of Bolton.
Febriana, A., Puruwita, D., & Krissanya, N. (2024). The relationship between electronic service quality and electronic trust with customer loyalty in TikTok Shop users through customer satisfaction in Jabodetabek. Jurnal Dinamika Manajemen dan Bisnis. https://journal.unj.ac.id/unj/index.php/jdmb/article/view/49345
Tedjakusuma, A. P., & Kulachai, W. (2025). From service to trust: Investigating the role of e-satisfaction in mediating customer service and efficiency on e-trust. International Journal for Quality Research. https://repository.ubaya.ac.id/50472/
Roslan, A. H., & Rahayuningsih, T. (2026). E-service quality in mobile banking and e-loyalty: Corporate image mediation and user experience moderation. Research Intelligence and Digital Society. https://journal.ilmudata.co.id/index.php/RIGGS/article/view/3360
Dandis, A. O., Eid, M. A. H., & Shehadeh, R. (2026). From e-service quality to repurchase intention: The mediating roles of e-customer satisfaction and e-WOM. The TQM Journal. https://www.emerald.com/tqm/article/doi/10.1108/TQM-08-2025-0465/1337379
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Akbar, N., & Cahya, A. D. (2026). The effect of e-service quality and perceived value on customer loyalty: The mediation role of customer satisfaction. Jurnal Manajemen Motivasi. https://openjurnal.unmuhpnk.ac.id/jm_motivasi/article/view/8703
Cuandra, F., Christina, C., & Purwianti, L. (2026). Pengaruh e-service quality dan e-service recovery terhadap loyalitas pelanggan e-commerce melalui kepercayaan dan kepuasan. Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi. https://journal.stiem.ac.id/index.php/jureq/article/view/2750
Devi, S. P., & Anshori, M. A. (2026). The effect of e-commerce innovation and e-service quality on customer loyalty with customer satisfaction as a mediation for Shopee users in Soloraya. Golden Ratio of Mapping Idea and Literature Format. https://goldenratio.id/index.php/grmilf/article/view/2199
Herlina, R., & Fitriani, E. (2026). Pengaruh e-service quality terhadap e-customer loyalty dimediasi oleh e-customer trust pada aplikasi MySmartfren di Kota Bandung. Syntax Idea. https://jurnal.syntax-idea.co.id/index.php/syntax-idea/article/view/14561
Samta, O. F., & Dwita, V. (2026). The effect of digital service quality on customer loyalty of the Terandam Pawnshop Branch in Padang City with satisfaction as a mediation variable. Journal of Management and Administration Provision. http://psppjournals.org/index.php/jmap/article/view/933
