Open AccessPengaruh Digital Marketing, Kualitas Layanan, dan Brand Image terhadap Keputusan Pembelian Produk Telemedicine
Author(s) -
Ageng Mahendra Assidiq,
Dea Oktaviani,
Rifqi Arya Sandhi
Publication year - 2022
Publication title -
syntax idea
Language(s) - English
Resource type - Journals
eISSN - 2684-883X
pISSN - 2684-6853
DOI - 10.36418/syntax-idea.v4i2.1772
Subject(s) - telemedicine , purchasing , nonprobability sampling , business , marketing , service (business) , advertising , brand image , health care , medicine , environmental health , political science , population , law
Indonesia occupies the second lowest position in the ratio of doctors in Southeast Asia with a ratio of 0.4 to 1,000 residents, which is a problem that must be resolved. The Covid-19 emergency situation creates limitations and changes people's behavior in meeting their needs, especially health services. Digitalization has changed consumer behavior in getting health services from conventional digital ways. Telemedicine was created to be able to make long distances with doctors, purchase drugs online and so on. This study aims to determine the effect of digital marketing, service quality, and brand image on purchasing decisions for telemedicine products at Halodoc. This study focuses on Halodoc users who are domiciled in Jabodetabek, ranging in age from 18-65 years. The sampling technique used is purposive sampling and can be 170 respondents. Data analysis with statistical analysis using SPSS 22. The results of this study indicate that digital marketing, service quality, brand image both partially and simultaneously have a positive and significant effect on purchasing decisions for telemedicine products for Halodoc consumers in Jabodetabek