The Influence of Social Media Marketing and E-WOM on Behavioral Intention Moderated by Trust in Patients at Sumber Waras Hospital
DOI:
https://doi.org/10.59693/insoma.v4i1.91Keywords:
Social Media Marketing, Electronic Word of Mouth, Trust, Behavioral Intention, Hospital ServicesAbstract
This study aims to analyze the effect of social media marketing and electronic word of mouth (E-WOM) on behavioral intention moderated by trust among patients at Sumber Waras Hospital. This research uses a quantitative approach with explanatory causality research to examine the causal relationships between variables. Data were collected through an online questionnaire distributed to 230 respondents who were patients of Sumber Waras Hospital and active users of social media. The sampling technique used was non-probability sampling with a judgment sampling method. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software.The results indicate that social media marketing and E-WOM have a positive and significant effect on patients’ behavioral intention. Furthermore, trust is proven to moderate the relationship between social media marketing and behavioral intention, indicating that higher patient trust strengthens the influence of social media marketing on behavioral intention. However, trust does not moderate the relationship between E-WOM and behavioral intention. Overall, the findings suggest that social media marketing and E-WOM are important factors in shaping patients’ intentions to use and recommend healthcare services. Therefore, hospitals should optimize social media marketing strategies and encourage positive online reviews to enhance patient trust and behavioral intention toward healthcare services.
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