The Effect Of Accessibility, Interactivity And Credibility Of Digital Marketing On Patient Loyalty And Satisfaction At Makassar City Hospital

Abstract

The development of digital technology has driven the transformation of marketing strategies in the healthcare sector, including hospitals. This study aims to analyze the influence of accessibility, interactivity, and credibility of digital marketing on patient satisfaction and loyalty in hospitals in Makassar City. The research method uses a quantitative approach with the type of explanatory research. Data was collected through the distribution of questionnaires to patients who used hospital digital services. Data analysis was carried out using the Structural Equation Modeling (SEM-PLS) approach using SmartPLS software. The results of the study show that the accessibility, interactivity, and credibility of digital marketing have a positive and significant effect on patient satisfaction. In addition, patient satisfaction has been shown to have a positive effect on patient loyalty and mediates the relationship between the three main variables and loyalty. These findings confirm the importance of optimizing credible, interactive, and accessible digital marketing strategies to improve the patient experience and strengthen the long-term relationship between hospitals and patients in the digital age.