ANALISIS CONTENT MARKETING, EWOM, DAN BRAND IMAGE DALAM MENDORONG CUSTOMER TRUST DAN PURCHASE DECISION PADA LAYANAN KONSULTASI KESEHATAN DIGITAL

SYADELA NOVITASARI, . (2026) ANALISIS CONTENT MARKETING, EWOM, DAN BRAND IMAGE DALAM MENDORONG CUSTOMER TRUST DAN PURCHASE DECISION PADA LAYANAN KONSULTASI KESEHATAN DIGITAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dalam penelitian ini guna melakukan analisis perihal pengaruh content marketing, EWOM, dan brand image terhadap customer trust dan purchase decision pada layanan konsultasi kesehatan digital Halodoc. Metode berupa kuantitatif kasualitas menjadi metode yang diterapkan dalam penelitian ini. Teknik yang diterapkan dalam mengambil sampel berupa non probability purposive sampling yang mencakup dari 252 responden yang berdomisili di DKI Jakarta. Kuesioner digital menjadi teknik yang diterapkan dalam pengumpulan data. Proses pengolahan data memanfaatkan perangkat lunak SPSS dan AMOS. Teknik berupa Structural Equation Modelling (SEM) diterapkan dalam menganalisis data. Hasil penelitian menunjukkan bahwa content marketing, EWOM, dan brand image berpengaruh positif dan signifikan terhadap customer trust. Selain itu, content marketing, EWOM, dan brand image berpengaruh positif dan signifikan terhadap purchase decision. Hasil juga menunjukkan customer trust berpengaruh positif dan signifikan terhadap purchase decision. Pelaksanaan penelitian ini mampu berimplikasi secara teoritis dalam menunjang penelitian pemasaran digital sebelumnya pada konteks layanan kesehatan digital. Implikasi praktis bagi penyedia layanan konsultasi kesehatan digital adalah perluna memperkuat fondasi kepercayaan konsumen dengan memberikan informasi yang lebih transparan mengenai kualitas layanan, kredibilitas tenaga medis, dan testimoni pengguna layanan kesehatan. ***** This study aims to analyze the influence of content marketing, electronic word of mouth (EWOM), and brand image in driving customer trust and purchase decision of Halodoc digital health consultation service. The research method employed was quantitative causal research. The research sample was obtained using a non-probability purposive sampling technique, consisting of 252 respondents domiciled in DKI Jakarta. Data were collected through a digital questionnaire and were processed using SPSS and AMOS software. The analytical technique used was Structural Equation Modelling (SEM). The results indicated that content marketing, EWOM, and brand image had a positive and significant effect on customer trust. Furthermore, content marketing, EWOM, and brand Image also has a positive and significant effect on purchase decision. The findings also showed that customer trust has a positive and significant effect on purchase decision. This study provides theoretical implications that support previous digital marketing research within the context of digital health services. The practical implication for digital health consultation service providers is the need to strengthen the foundation of consumer trust by delivering more transparent information regarding service quality, the credibility of medical professionals, and authentic user-generated testimonials.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Syadela Novitasari .
Date Deposited:	09 Feb 2026 02:42
Last Modified:	09 Feb 2026 02:42
URI:	http://repository.unj.ac.id/id/eprint/65041

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