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Copyright (c) 2026 Verena Tsania Zhohara; Anastasya Handayanuputri, Leroy Samy Uguy (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Digital Marketing, Brand Awareness, Brand Equity, and Perceived Quality on Patient Visit Intention
Corresponding Author(s) : Verena Tsania Zhohara
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
This study examines how social media-based digital marketing, brand awareness, brand equity, and perceived quality influence patient visit intention at a health clinic in Indonesia. A quantitative survey was conducted with 158 patients who had visited the clinic and followed its social media accounts. Data were analyzed using PLS-SEM with SmartPLS. The results show that all four predictors positively and significantly affect patient visit intention. Perceived quality is the strongest determinant, followed by brand equity, digital marketing, and brand awareness. These findings indicate that social media exposure can support patient interest, but clinic choice remains more strongly shaped by perceived service quality and brand value. The study contributes to healthcare marketing literature by integrating digital communication and brand-related factors in a private clinic context. Managerially, clinics should prioritize consistent service quality, credible branding, and interactive digital content to strengthen patient intention and loyalty.
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- Aburumman, O. J., Omar, K., Al Shbail, M., & Aldoghan, M. (2023). How to deal with the results of PLS-SEM? Lecture Notes in Networks and Systems, 495, 1196–1206.
- Ackovska, A., Sterjev, Z., Ribarska, J. T., & Netkovska, K. A. (2020). The role of branding in the healthcare system with special review to healthcare institutions. Knowledge-International Journal, 41(3).
- Alhudha, A. A., Setyonugroho, W., & Pribadi, F. (2024). Health advertising on Instagram: Is it effective while following ethical guidelines? Indonesian Journal of Health Administration, 12(1), 150–161.
- Anjani, S., & Prayoga, D. (2024). Effective hospital health marketing strategy: Literature review. Media Publikasi Promosi Kesehatan Indonesia, 7(9), 2268–2272.
- Aprilianti, E. (2024). Implementasi digital marketing dalam membangun brand awareness rumah sakit (Studi kasus di Rumah Sakit JIH Yogyakarta).
- Badruddin, H., Ilyas, J., & Sulistiadi, W. (2022). Strategi branding dalam pemasaran di rumah sakit. Jurnal Kesehatan Masyarakat, 10(2), 229–232.
- Carlos Rodríguez, J., Van der Merwe, J., Muarif Wahid, S., Putra Cesna, G., & Aditiya Prabowo, D. (2024). Improving natural resource management through AI: Quantitative analysis using SmartPLS. International Transactions on Artificial Intelligence (ITALIC), 2(2), 135–142.
- de Assis, W. M., & Vilela, B. (2025). Purchase intention in social media for healthcare services: The influence of value co-creation, brand equity and engagement. International Journal of Pharmaceutical and Healthcare Marketing, 19(1), 37–50.
- Dzakiyya, N. M., & Hijrah Hati, S. R. (2024). The effectiveness of social media marketing activities in building brand equity and patient trust and its influence on visit intention in private hospitals. Journal La Sociale, 5(2), 505–517.
- Eloise Rose, D., Van Der Merwe, J., & Jones, J. (2024). Digital marketing strategy in enhancing brand awareness and profitability of e-commerce companies. APTISI Transactions on Management, 8(2), 160–166.
- Ernawaty, E., Wardhani, K., Supriyanto, S., Putri, N. K., & Husniyawati, Y. R. (2020). Brand equity analysis to increase health care utilization. Journal of Public Health Research, 9, 1821.
- France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192.
- Ginting Munthe, R., Aini, Q., Lutfiani, N., Van Persie, I., & Ramadhan, A. (2024). Transforming scientific publication management in the era of disruption: SmartPLS approach in innovation and efficiency analysis. APTISI Transactions on Management (ATM), 8(2), 123–130.
- Gorai, J., Kumar, A., & Angadi, G. R. (2024). Smart PLS-SEM modeling: Developing an administrators’ perception and attitude scale for apprenticeship programme. Multidisciplinary Science Journal, 6(12).
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
- Hair, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2023). PLS-SEM: The next generation of SEM. Springer Nature.
- Hanifawati, T., Dewanti, V. W., & Saputri, G. D. (2019). The role of social media influencer on brand switching of millennial and Gen Z: A study of food-beverage products. Journal of Applied Management, 17(4).
- Iqbal, S., Martins, J. M., Mata, M. N., Naz, S., Akhtar, S., & Abreu, A. (2021). Linking entrepreneurial orientation with innovation performance in SMEs: The role of organizational commitment and transformational leadership using Smart PLS-SEM. Sustainability, 13(8).
- John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: An empirical analysis. Anatolia, 29(4), 553–565.
- Kumar, P., Mittal, S., & Kumar, S. (2024). Building healthcare brand: Role of service, image, and trust. Asia Pacific Journal of Health Management, 19(1).
- Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: A review. Journal of Applied Structural Equation Modeling, 5(1), i–xiv.
- Nallaluthan, K., Kamaruddin, S., Thurasamy, R., Ghouri, A. M., & Kanapathy, K. (2024). Quantitative data analysis using PLS-SEM (SmartPLS): Issues and challenges in ethical consideration. International Business Education Journal, 17(2), 41–54.
- Prayoga, D., Damayanti, N. A., Lailiyah, S., Sari, J. D. E., Farid, M. R. H., & Haksama, S. (2024). Assessment of brand awareness and marketing techniques of health services by users of primary health centres in Indonesia. African Journal of Reproductive Health, 28(10), 199–205.
- Rahman, I., Martin, D. S., & Liu, S. (2022). Outbound medical tourists: The interplay of perceived quality, length of stay, group-size, post-visit destination image and visit intention. PLOS ONE, 17(5).
- Sari, A. K., & Sulhan, M. (2024). Pemanfaatan media sosial sebagai media promosi dan branding pada produk UMKM olahan pisang dan susu. Jurnal Pembelajaran Pemberdayaan Masyarakat, 4(4), 875–883.
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling: Recent advances in PLS-SEM. International Journal of Research in Marketing, 39(2), 324–340.
- Yu, S., Liu, Y., & Hyun, E. (2024). From technology to traffic: How website technological sophistication, brand recognition, and business model innovation drive consumer traffic in Korean e-commerce. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2051–2069.
References
Aburumman, O. J., Omar, K., Al Shbail, M., & Aldoghan, M. (2023). How to deal with the results of PLS-SEM? Lecture Notes in Networks and Systems, 495, 1196–1206.
Ackovska, A., Sterjev, Z., Ribarska, J. T., & Netkovska, K. A. (2020). The role of branding in the healthcare system with special review to healthcare institutions. Knowledge-International Journal, 41(3).
Alhudha, A. A., Setyonugroho, W., & Pribadi, F. (2024). Health advertising on Instagram: Is it effective while following ethical guidelines? Indonesian Journal of Health Administration, 12(1), 150–161.
Anjani, S., & Prayoga, D. (2024). Effective hospital health marketing strategy: Literature review. Media Publikasi Promosi Kesehatan Indonesia, 7(9), 2268–2272.
Aprilianti, E. (2024). Implementasi digital marketing dalam membangun brand awareness rumah sakit (Studi kasus di Rumah Sakit JIH Yogyakarta).
Badruddin, H., Ilyas, J., & Sulistiadi, W. (2022). Strategi branding dalam pemasaran di rumah sakit. Jurnal Kesehatan Masyarakat, 10(2), 229–232.
Carlos Rodríguez, J., Van der Merwe, J., Muarif Wahid, S., Putra Cesna, G., & Aditiya Prabowo, D. (2024). Improving natural resource management through AI: Quantitative analysis using SmartPLS. International Transactions on Artificial Intelligence (ITALIC), 2(2), 135–142.
de Assis, W. M., & Vilela, B. (2025). Purchase intention in social media for healthcare services: The influence of value co-creation, brand equity and engagement. International Journal of Pharmaceutical and Healthcare Marketing, 19(1), 37–50.
Dzakiyya, N. M., & Hijrah Hati, S. R. (2024). The effectiveness of social media marketing activities in building brand equity and patient trust and its influence on visit intention in private hospitals. Journal La Sociale, 5(2), 505–517.
Eloise Rose, D., Van Der Merwe, J., & Jones, J. (2024). Digital marketing strategy in enhancing brand awareness and profitability of e-commerce companies. APTISI Transactions on Management, 8(2), 160–166.
Ernawaty, E., Wardhani, K., Supriyanto, S., Putri, N. K., & Husniyawati, Y. R. (2020). Brand equity analysis to increase health care utilization. Journal of Public Health Research, 9, 1821.
France, S. L., Davcik, N. S., & Kazandjian, B. J. (2025). Digital brand equity: The concept, antecedents, measurement, and future development. Journal of Business Research, 192.
Ginting Munthe, R., Aini, Q., Lutfiani, N., Van Persie, I., & Ramadhan, A. (2024). Transforming scientific publication management in the era of disruption: SmartPLS approach in innovation and efficiency analysis. APTISI Transactions on Management (ATM), 8(2), 123–130.
Gorai, J., Kumar, A., & Angadi, G. R. (2024). Smart PLS-SEM modeling: Developing an administrators’ perception and attitude scale for apprenticeship programme. Multidisciplinary Science Journal, 6(12).
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hair, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2023). PLS-SEM: The next generation of SEM. Springer Nature.
Hanifawati, T., Dewanti, V. W., & Saputri, G. D. (2019). The role of social media influencer on brand switching of millennial and Gen Z: A study of food-beverage products. Journal of Applied Management, 17(4).
Iqbal, S., Martins, J. M., Mata, M. N., Naz, S., Akhtar, S., & Abreu, A. (2021). Linking entrepreneurial orientation with innovation performance in SMEs: The role of organizational commitment and transformational leadership using Smart PLS-SEM. Sustainability, 13(8).
John, S., Larke, R., & Kilgour, M. (2018). Applications of social media for medical tourism marketing: An empirical analysis. Anatolia, 29(4), 553–565.
Kumar, P., Mittal, S., & Kumar, S. (2024). Building healthcare brand: Role of service, image, and trust. Asia Pacific Journal of Health Management, 19(1).
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: A review. Journal of Applied Structural Equation Modeling, 5(1), i–xiv.
Nallaluthan, K., Kamaruddin, S., Thurasamy, R., Ghouri, A. M., & Kanapathy, K. (2024). Quantitative data analysis using PLS-SEM (SmartPLS): Issues and challenges in ethical consideration. International Business Education Journal, 17(2), 41–54.
Prayoga, D., Damayanti, N. A., Lailiyah, S., Sari, J. D. E., Farid, M. R. H., & Haksama, S. (2024). Assessment of brand awareness and marketing techniques of health services by users of primary health centres in Indonesia. African Journal of Reproductive Health, 28(10), 199–205.
Rahman, I., Martin, D. S., & Liu, S. (2022). Outbound medical tourists: The interplay of perceived quality, length of stay, group-size, post-visit destination image and visit intention. PLOS ONE, 17(5).
Sari, A. K., & Sulhan, M. (2024). Pemanfaatan media sosial sebagai media promosi dan branding pada produk UMKM olahan pisang dan susu. Jurnal Pembelajaran Pemberdayaan Masyarakat, 4(4), 875–883.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2022). Partial least squares structural equation modeling: Recent advances in PLS-SEM. International Journal of Research in Marketing, 39(2), 324–340.
Yu, S., Liu, Y., & Hyun, E. (2024). From technology to traffic: How website technological sophistication, brand recognition, and business model innovation drive consumer traffic in Korean e-commerce. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2051–2069.