The Effect of Social Media Marketing on Brand Equity and Purchase Intention of Maryam Citra Medika Hospital

Digital marketing, especially social media marketing, has become an important tool for healthcare institutions to reach potential patients efficiently and effectively.Maryam Citra Medika Hospital, the only Type D private hospital in Takalar Regency, started implementing digital marketing in January 2023, focusing on social media marketing.This study aims to analyse the effect of Social Media Marketing on Brand Equity and Purchase Intention at Maryam Citra Medika Hospital.This study uses a quantitative method with an associative approach.Data was collected through online questionnaires from 114 respondents who were general patients of Maryam Citra Medika Hospital from September to October 2024 data analysis using the Generalized Structured Component Analysis (GSCA) method.The results of the study show that Social Media Marketing has a positive effect on Brand Equity (=0.724), Brand Awareness (= 0.783), Brand Image (=0, 236), and Brand loyalty (=0, 38).Brand Equity does not influence Purchase intention (= -0.658), and Brand Awareness does not influence Purchase intention (=0, 773).Brand Image influence on Purchase intention (=0, 569), Brand loyalty shows a significant positive influence on Purchase intention (=0.341).Results indicate Social Media Marketing shows no significant impact on Purchase Intention directly (= -0.34) or indirectly through Brand Equity ( =0.816).Among Brand Equity components, Brand Awareness emerges as most significant (=0.896).Social Media Marketing factors show customization ranks highest in influence, with interaction, trendiness, word-of-mouth, and entertainment following.Research findings identify customization as a key dimension of Social Media Marketing affecting Brand Equity and Purchase Intention at Maryam Citra Medika Hospital.