Pengaruh Pemanfaatan Media Sosial Instagram Terhadap Persepsi Pelayanan pada Pasien Rawat Jalan RSU Sriwijaya Palembang
DOI:
https://doi.org/10.37385/ceej.v7i4.10824Keywords:
Instagram, Persepsi Pelayanan, Rawat Jalan, Rumah SakitAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh pemanfaatan media sosial Instagram terhadap persepsi pelayanan pada pasien rawat jalan di RSU Sriwijaya Palembang. Fokus utama penelitian adalah mengevaluasi bagaimana frekuensi unggahan, kualitas konten, interaksi digital, dan transparansi informasi di platform tersebut membentuk pandangan pasien terhadap mutu layanan rumah sakit. Metode yang digunakan adalah penelitian kuantitatif dengan desain survei analitik melalui pendekatan cross-sectional. Dasta dikumpulkan melalui kuesioner yang disebarkan kepada 360 responden pasien rawat jalan yang aktif menggunakan Instagram. Analisis data dilakukan menggunakan uji regresi logistik berganda untuk melihat pengaruh variabel secara parsial maupun simultan. Hasil penelitian menunjukkan bahwa secara simultan, seluruh variabel pemanfaatan Instagram berpengaruh signifikan terhadap persepsi pelayanan pasien. Secara parsial, variabel interaksi dan respons (X3) ditemukan sebagai faktor paling dominan, di mana interaksi yang baik berpotensi meningkatkan persepsi positif pasien hingga 22 kali lipat. Kualitas konten dan transparansi informasi juga memberikan kontribusi signifikan dalam meningkatkan kepercayaan pasien. Kesimpulannya, pengelolaan Instagram yang profesional dan interaktif sangat krusial bagi rumah sakit dalam membangun citra positif dan meningkatkan keterbukaan informasi pelayanan di era digital.
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