HOW SOCIAL MEDIA AND WORD OF MOUTH ESCALATING THE BRANDS: A CASE STUDY AT CIPONDOH HEALTHY PREGNANCY CLINIC

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UEU » Journal » Magister Administrasi RS
Posted by [email protected] at 04/11/2021 11:51:04 • 848 Views

HOW SOCIAL MEDIA AND WORD OF MOUTH ESCALATING THE BRANDS: A CASE STUDY AT CIPONDOH HEALTHY PREGNANCY CLINIC

Created by :
Baiq yuliana Andriani Putri ( 20180309096 )
Tantri Yanuar Rahmat Syah; M. Reza Hilmy

Subject:	STRATEGI MARKETING KLINIK IBU HAMIL
Alt. Subject :	STRATEGY MARKETING PREGNANCY CLINIC
Keyword:	Firm Created Content User Generated Content Word Of Mouth Brand Image Brand Attitude

Description:

The tight competitiveness of business requires the clinic to compete in promoting its various types of services. Hence, social media platforms on a smartphone can be utilized as one of the marketing strategies for companies and users to create content. Word of mouth (WOM) is the right way to promote clinics to be more widely known by the public. This research aims to analyze the marketing strategy of Cipondoh Healthy Pregnancy Clinic in developing customers positive attitudes to win the market. The research method is quantitative research with a cross-sectional study type. The research sample involves 200 people by using the purposive sampling technique. The research data analysis method is the Structure Equation Model (SEM) with Lisrel software. The results of the research show that Firm Created Content, User Generated Content, Word Of Mouth have a positive effect on brand image and brand attitude. The management implication is to build a strong brand community and relationship marketing.

Date Create	:	04/11/2021
Type	:	Text
Format	:	pdf
Language	:	Indonesian
Identifier	:	UEU-Journal-11_2012
Collection ID	:	11_2012

Source :
Journal of Multidisciplinary Academic Vol. 5, No. 3, 2021

Relation Collection:
Fakultas Ilmu-ilmu Kesehatan

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2021 Perpustakaan Universitas Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/how-social-media-and-word-of-mouth-escalating-the-brands-a-case-study-at-cipondoh-healthy-pregnancy-clinic-22387.html

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