The Role of Social Media, Innovation and Branding Capabilities on Hospital Marketing Performance During The Covid-19 Pandemic and Industry Revolution 4.0 Era
Abstract
The aim of this study is to investigate the correlation of using social media on marketing performance, using social media on the ability to innovate, using social media on branding ability, innovation ability on marketing performance, branding ability on marketing performance. This study uses a type of conclusive research, then the data analysis used is quantitative . The number of samples set as many as 200 respondents of hospital staff. This study uses a non-probability sampling technique with the sampling method used is purposive sampling to select respondents according to the research criteria use social media, Facebook, Twitter, Instagram, Youtube and Whatsapp. The instrument of this research used a questionnaire which was distributed online to the respondents. The questionnaire contains statements regarding the use of social media, marketing performance, branding ability and innovation ability. The statement items from each variable were designed using a rating scale scaling technique arranged in a continuum line by giving a score of 1 to 5. The statement items were tested for validity and reliability to find out that the instruments in the study were valid and reliable. Then to test the hypothesis, it is done using Partial Least Square (PLS) which is processed with the SmartPLS version 3.3 program. The result of this study is there is a positive dan not significant effect of using social media on marketing performance, there is a positive effect of the use of social media on the ability to innovate, there is a positive effect of using social media on branding ability, there is a positive and not significant influence of innovation ability on marketing performance and there is a positive and not significant efect of branding ability on marketing performance.
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