ABSTRACT

Digital marketing is widely used by various industries, including the health industry such as hospitals. Digital marketing is a favorite for millennials. People have even abandoned conventional forms of marketing such as banners, television, newspapers, and of the kind to move entirely to digital marketing because more effective in reaching potential buyers at a much cheaper cost. This study aims to determine the effect of hospital digital advertising on patient loyalty as measured by the intention to return to the same hospital in the future. Through a purposive sampling method, using a sample of 100 hospital patient respondents X. Logistic regression analysis with scaled-dependent binary variables is used to predict customer loyalty consisting of quality, public image, and hospital digital advertising. The results of logistic regression analysis with binary scale indicate that three dimensions of service that have the most significant effect in creating customer loyalty. But the results of Exp (B) testing show that the contribution given by the hospital digital advertising variables in creating customer loyalty is actually smaller than the other variables. The number of respondents in this study is quite small, only 100 respondents. This means that the data obtained does not yet reflect the actual market conditions.

Keywords: marketing communication, intention to return, health industry.