Pengaruh Komunikasi Sosial Media Firm Created Content dan User Generated Content, Word of Mouth terhadap Brand Image dan Brand Attitude Pelanggan Klinik Kehamilan Sehat

Baiq Yuliana Andriani Putri; Tantri Yanuar; M. Reza Hilmy

doi:10.32583/pskm.v11i3.1543

Baiq Yuliana Andriani Putri Universitas Esa Unggul
Tantri Yanuar Universitas Esa Unggul
M. Reza Hilmy Universitas Esa Unggul

DOI: https://doi.org/10.32583/pskm.v11i3.1543

Keywords: brand attitude, brand image, firm created content, user generated content, word of mouth

Abstract

Persaingan bisnis yang semakin ketat menyebabkan klinik harus mampu bersaing dalam memasarkan berbagai jenis pelayanan yang dimilikinya. Aplikasi platform sosial media pada smartphone dapat dijadikan sebagai salah satu strategi pemasaran. Word of mouth (WOM) merupakan proses yang tepat untuk dapat mempromosikan klinik agar lebih dikenal secara luas oleh masyarakat. Penelitian ini bertujuan untuk menganalisa strategi marketing yang digunakan oleh Klinik Kehamilan Sehat Cipondoh sehingga dapat meningkatkan sikap positif dari pelanggan guna memenangkan pasar. Metode penelitian kuantitatif dengan jenis penelitian crosssectional study. Sampel pada penelitian ini sebesar 200 orang yang ditarik dengan teknik purposive sampling. Data dikiumpulkan menggunakan kuesioner yang sudaah tervaidasi dan reliabilitas menggunakan KOM, dan metode analisis dalam penelitian ini menggunakan Structure Equation Model (SEM) dengan software Lisrel. Hasil Penelitian menunjukan bahwa Firm Created Content, User Generated Content, Word of Mouth berpengaruh positif terhadap brand Image dan brand attitude.

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