Penggunaan Analytical Network Process untuk Evaluasi Efektivitas Strategi Promosi Rumah Sakit

Research Aim: This study aims to analyze the effectiveness of hospital promotional strategies using the Analytical Network Process (ANP) to identify key factors influencing customer interest in hospital services, particularly in the context of social media as a promotional tool. Design/Methods/Approach: A mixed quantitative design was used, combining multiple linear regression and the Analytical Network Process (ANP). Primary data were collected from two respondent groups: 200 hospital customers selected through purposive sampling (inclusion criteria: aged 18-60, had used the hospital's services, and actively followed its social media), who completed a 5-point Likert questionnaire analyzed with multiple regression; and four hospital directors, treated as key informants, whose in-depth interview responses were modeled with ANP (rating model, Super Decisions software). Research Finding: Regression analysis shows that all three variables significantly affect customer interest (R² = .971; F = 2177.78, p < .001), with frequency of social media use showing the strongest standardized effect (β = .444), followed by visual appeal (β = .317) and information quality (β = .237). The complementary ANP analysis, based on hospital directors' judgments, prioritizes Instagram as the most favored promotional channel (normalized weight = .083) ahead of website, leaflet, brochure, YouTube, and poster. Theoretical Contribution/Originality: This research expands the literature on hospital promotional effectiveness through the ANP approach, providing a novel perspective on the reciprocal influences among promotional variables. The integrated approach of visual appeal, media usage frequency, and information quality offers a more comprehensive foundation for analyzing promotional strategies in the healthcare sector. Practitioner/Policy Implication: The findings suggest that hospital managers should prioritize frequent, visually engaging content specifically on Instagram, while maintaining accurate and relevant information to sustain long-term customer trust. Research Limitation: This study is limited to one public hospital and primarily one social media platform, and the ANP results rely on only four internal key informants, which may introduce managerial bias. Future studies are recommended to broaden the hospital scope, include patient perceptions directly in the ANP model, and conduct formal sensitivity analysis.