Efektivitas Strategi Marketing Mix Pada Peningkatan Brand Awareness RSKIA Sawojajar Bogor
DOI:
https://doi.org/10.37385/msej.v6i4.8116Keywords:
Digital Marketing Mix, Brand AwarenessAbstract
Tujuan dari penelitian ini adalah untuk menilai keberhasilan Digital Marketing Mix dalam meningkatkan brand awareness Rumah Sakit Khusus Ibu dan Anak (RSKIA) Sawojajar di Kota Bogor. Pendekatan studi kasus kualitatif digunakan untuk mengumpulkan data melalui wawancara semi-terstruktur, diskusi kelompok terarah (FGD), survei elektronik, dan data sekunder dari platform digital rumah sakit. Hasil penelitian menunjukkan bahwa, meskipun RSKIA Sawojajar memiliki reputasi yang baik di kalangan pasien, kesadaran mereknya masih sangat bergantung pada rekomendasi dari mulut ke mulut. Studi ini juga menemukan bahwa rumah sakit belum mengoptimalkan penggunaan strategi pemasaran digital. Pemanfaatan media sosial, search engine optimization (SEO), dan konten digital telah terbukti dapat meningkatkan visibilitas dan keterlibatan audiens. Namun, penerapan strategi ini masih belum konsisten dan terfragmentasi, sehingga menghambat pencapaian brand awareness yang komprehensif. Studi ini menawarkan serangkaian rekomendasi bagi RSKIA Sawojajar untuk meningkatkan strategi pemasaran digital mereka, dengan fokus khusus pada peningkatan konten yang relevan, pengoptimalan SEO, dan penggunaan media sosial yang lebih aktif. Temuan penelitian ini berkontribusi pada pengembangan aplikasi Digital Marketing Mix di sektor kesehatan, khususnya dalam konteks rumah sakit.
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