Pengaruh Influencer Media Sosial dan Brand Image terhadap Visit Intention Dimediasi oleh Customer Trust di Klinik Sarimedika Ambarawa
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Abstract
Minat kunjungan kembali merupakan indikator penting dalam mempertahankan hubungan jangka panjang antara fasilitas pelayanan kesehatan dan pasien. Penelitian ini bertujuan menganalisis pengaruh social media influencer dan brand image terhadap minat kunjungan kembali pasien dengan mempertimbangkan peran customer trust pada Klinik Sarimedika Ambarawa. Penelitian menggunakan metode campuran dengan desain eksplanatori sekuensial (explanatory sequential design), yang diawali dengan tahap kuantitatif dan dilanjutkan dengan eksplorasi kualitatif untuk memperdalam temuan empiris. Tahap kuantitatif melibatkan 100 pasien, sedangkan tahap kualitatif melibatkan delapan informan. Hasil penelitian menunjukkan bahwa brand image, social media influencer, dan customer trust masing-masing berpengaruh signifikan terhadap minat kunjungan kembali pasien (p < 0,05). Secara simultan, ketiga variabel tersebut juga menunjukkan pengaruh yang signifikan terhadap minat kunjungan kembali. Temuan ini menunjukkan bahwa keputusan pasien untuk kembali menggunakan layanan klinik tidak hanya berkaitan dengan persepsi terhadap citra fasilitas kesehatan dan paparan komunikasi melalui media sosial, tetapi juga dengan tingkat kepercayaan yang terbentuk dari pengalaman dan persepsi terhadap layanan. Hasil penelitian menegaskan pentingnya pengelolaan citra merek, komunikasi digital yang kredibel, dan pembangunan kepercayaan pasien secara terpadu untuk memperkuat kecenderungan kunjungan kembali pada layanan kesehatan.
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