The Influence of Relationship Marketing and Word of Mouth on Patient Loyalty Mediated by Digital Marketing at BC Clinic

Abstract

This study examines the influence of marketing on patient loyalty at BC Clinic, located in the Cilegon industrial area. In the midst of fierce competition for healthcare services, it is important for clinics to utilize effective marketing strategies to improve relationships with patients. This study aims to analyze the impact of Relationship Marketing and Word of Mouth on patient loyalty, as well as the role of Digital Marketing as a mediator in these relationships. The method used was a quantitative approach through the distribution of questionnaires to 100 respondents. The collected data was analyzed using the Partial Least Square (PLS) method to evaluate the relationships between variables. The study also involved descriptive statistical analysis to understand the characteristics of patients and their visit patterns. The results of the study show that Relationship Marketing has a significant positive effect on patient loyalty, and Word of Mouth also contributes to increasing loyalty. However, Digital Marketing has not proven to act as an effective mediator in this relationship. These findings provide important insights for BC Clinics in developing a more integrated marketing strategy. Suggestions for BC Clinic include strengthening direct interaction with patients and utilizing positive testimonials to strengthen WOM. Further research is suggested to explore other influential variables as well as the broader context of health services.