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Abstract

Background. Competition in the healthcare industry has intensified, requiring hospitals to adopt effective marketing strategies to maintain patient loyalty. Digital marketing is one of the key solutions in improving patient experience which directly contributes to patient loyalty. Objective. This study aims to analyse the effect of hospital digital marketing on patient loyalty through patient experience of hospitals in Makassar.
Methods. This study used a correlation analytic method with a cross-sectional design. The study was conducted in three hospitals in Makassar, namely Wahidin Sudirohusodo General Hospital, Stella Maris Hospital, and Hasanuddin University Hospital, from March to June 2024. The study population was all outpatients who used the general payment method. The sampling technique used proportionate stratified random sampling, with a total sample of 393 patients. Primary data were collected through questionnaires and interviews, while secondary data were obtained from literature and relevant agencies. Data analysis was conducted using the SPSS programme, with univariate and bivariate techniques and multivariate using PATH analysis.
Results. The results of this study indicate that there is an effect of digital marketing on patient loyalty through patient experience with a significant value (0.010). Overall, the results of this study confirm the importance of implementing effective digital marketing in increasing patient loyalty through patient experience in hospitals. This study concludes that hospital digital marketing has a significant influence on patient loyalty through patient experience.
Conclusions. Effective digital marketing, which includes the use of social media, websites and mobile apps, is able to improve patient experience, which in turn strengthens patient loyalty. Although patient experience has an indirect influence on loyalty, the results show that digital marketing makes a major contribution in creating positive experiences that influence patient satisfaction and commitment