Pengaruh Social Media Marketing Terhadap Visit Intention yang Dimediasi oleh Brand Awareness, Online Trust, dan Perceived Value pada RSGM X

Digital technology advancements, particularly social media, are altering marketing and communication strategies in the healthcare industry. One organisation that has embraced social media, particularly Instagram, as a marketing and instructional tool is Dental and Oral Hospital (RSGM) X. However, the number of patient visits did not rise in tandem with the increase in social media activity; in fact, in 2025, they fell. This study uses perceived value, online trust, and brand recognition as mediating variables to examine how social media marketing affects patient visit interest at RSGM X. Two hundred RSGM X Instagram followers participated in this cross-sectional quantitative study. Data were collected through a Likert scale-based online questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that social media marketing significantly influenced patient visit interest, both directly and through the mediation of brand awareness, online trust, and perceived value. This study suggests that RSGM strengthen the perceived value of services.