The Effect of Brand Awareness and Social Media Marketing on the Intention to Use Medical Check-Up Services at the Universitas Indonesia Hospital

Badra Al Aufa

doi:10.3390/proceedings2022083027

The Effect of Brand Awareness and Social Media Marketing on the Intention to Use Medical Check-Up Services at the Universitas Indonesia Hospital

Badra Al Aufa

Vocational Programme of Health

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Hospitals use technology to support the marketing of their service products, including MCU services. This study aims to determine the relationship between brand awareness, social media marketing, and intention to use MCU services at Universitas Indonesia Hospital. The data were processed to perform univariate and bivariate analysis. The results showed that there was a significant influence of brand awareness and social media marketing on interest in using MCU services. Hospitals need to build brand awareness by utilizing social media such as Instagram and other media to increase public interest in using their services.

Original language	English
Title of host publication	The 5th International Conference on Vocational Education Applied Science and Technology 2022)
DOIs	https://doi.org/10.3390/proceedings2022083027
Publication status	Published - 28 Dec 2022

Keywords

brand awareness
social media marketing
intention to use
medical check-up services

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10.3390/proceedings2022083027

Cite this

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title = "The Effect of Brand Awareness and Social Media Marketing on the Intention to Use Medical Check-Up Services at the Universitas Indonesia Hospital",

abstract = "Hospitals use technology to support the marketing of their service products, including MCU services. This study aims to determine the relationship between brand awareness, social media marketing, and intention to use MCU services at Universitas Indonesia Hospital. The data were processed to perform univariate and bivariate analysis. The results showed that there was a significant influence of brand awareness and social media marketing on interest in using MCU services. Hospitals need to build brand awareness by utilizing social media such as Instagram and other media to increase public interest in using their services.",

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AB - Hospitals use technology to support the marketing of their service products, including MCU services. This study aims to determine the relationship between brand awareness, social media marketing, and intention to use MCU services at Universitas Indonesia Hospital. The data were processed to perform univariate and bivariate analysis. The results showed that there was a significant influence of brand awareness and social media marketing on interest in using MCU services. Hospitals need to build brand awareness by utilizing social media such as Instagram and other media to increase public interest in using their services.

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KW - social media marketing

KW - intention to use

KW - medical check-up services

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The Effect of Brand Awareness and Social Media Marketing on the Intention to Use Medical Check-Up Services at the Universitas Indonesia Hospital

Abstract

Keywords

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