Pengaruh Promosi Media Sosial Instagram dan Store Atmosphere terhadap Minat Kunjungan Pasien LASIK di Rumah Sakit Mata Bandung Eye Center

Abstract

Abstract. Along with population growth in Indonesia, health facilities such as hospitals are a primary need for the community in an effort to maintain and preserve health, especially to overcome problems of visual impairment such as refractive disorders. The use of social media as a promotional tool is increasingly important in the world of health, especially in influencing patient decisions to undergo medical procedures. In addition, the atmosphere in the hospital also plays an important role in creating patient comfort and trust. This study discusses the influence of Instagram social media promotion and store atmosphere on the interest in visiting LASIK patients at the Bandung Eye Center Eye Hospital. The objectives of the study include the influence of Instagram social media promotion, store atmosphere, and interest in visiting, as well as the influence of both partially and simultaneously. The research method used is descriptive verification with a quantitative approach, involving 100 respondents selected through non-probability sampling. The results of the study show that the variables of Instagram social media promotion, store atmosphere, and interest in visiting are in the good category, Instagram social media promotion and store atmosphere have a significant positive effect on interest in visiting both partially and simultaneously.     Abstrak. Seiring dengan pertumbuhan penduduk di Indonesia, fasilitas kesehatan seperti rumah sakit, merupakan kebutuhan primer bagi masyarakat dalam upaya menjaga dan memelihara kesehatan, khususnya untuk mengatasi masalah gangguan pengllihatan seperti gangguan refraksi. Penggunaan media sosial sebagai alat promosi semakin penting dalam dunia kesehatan, terutama dalam mempengaruhi keputusan pasien untuk menjalani prosedur medis. Selain itu, atmosfer di rumah sakit juga memainkan peran penting dalam menciptakan kenyamanan dan kepercayaan pasien. Penelitian ini membahas tentang pengaruh promosi media sosial instagram dan store atmosphere terhadap minat kunjungan pasien lasik di Rumah Sakit Mata Bandung Eye Center. Tujuan penelitian meliputi pengaruh promosi media sosial instagram, store atmosphere, dan minat kunjungan, serta pengaruh keduanya baik secara parsial maupun simultan. Metode penelitian yang digunakan adalah deskriptif verifikatif dengan pendekatan kuantitatif, melibatkan 100 responden yang dipilih melalui non-probability sampling. Hasil penelitian menunjukan bahwa variabel promosi media sosial instagram, store atmosphere, dan minat kunjungan masuk dalam kategori baik, promosi media sosial instagram dan store atmosphere memiliki pengaruh positif signifikan terhadap minat kunjungan baik secara parsial maupun simultan.