The Influence of Social Media Marketing, Brand Image, Physical Evidence and Word of Mouth on The Selection of Private Hospitals in South Jakarta

Abstract

This study aims to examine the influence of Social Media Marketing, Brand Image, Physical Evidence, and Word of Mouth (WOM) on the decision to choose private hospitals in South Jakarta. The research employs a quantitative method with purposive sampling, collecting data from 160 respondents who are patients of private hospitals in South Jakarta. Data were gathered using a questionnaire based on a Likert scale (1-5) and analyzed using the Partial Least Square - Structural Equation Model (PLS-SEM) approach. The results indicate that Social Media Marketing positively affects hospital selection decisions through engaging promotions and relevant content, though improvements are needed in simplifying the delivery of information. Brand Image also has a positive impact through a strong image that provides a sense of security for patients, although hospital reputation needs to be continuously enhanced. Additionally, Physical Evidence positively influences decisions through clean, comfortable, and modern facilities, such as waiting room cleanliness and adequate parking. Finally, Word of Mouth (WOM) significantly influences decisions through positive reviews on social media and recommendations from family and friends. The findings imply that hospitals must optimize these four factors to enhance their attractiveness and build patient trust in selecting healthcare services.