PENGARUH CONTENT MARKETING DAN SERVICE EXCELLENT TERHADAP CUSTOMER ENGAGEMENT (STUDI KASUS: KLINIK PRATAMA KEIMEDIKA KOTA JAMBI)
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Abstract
Studi ini bertujuan menganalisis pengaruh pemasaran konten (content marketing) dan pelayanan prima (service excellence) terhadap keterlibatan pelanggan (customer engagement) di Klinik Pratama Keimedika Kota Jambi. Penelitian ini dilatarbelakangi meningkatnya persaingan di sektor layanan kesehatan primer, yang menuntut penyedia layanan tidak hanya fokus pada kualitas medis, tetapi juga pada strategi komunikasi digital dan kualitas pelayanan kepada pasien. Kontribusi praktis penelitian ini adalah menyediakan panduan bagi pengelola klinik pratama di Kota Jambi dalam merancang strategi pemasaran digital dan peningkatan kualitas layanan yang berorientasi pada keterlibatan pasien secara berkelanjutan. Metode penelitian yang diterapkan adalah kuantitatif dengan pendekatan regresi linier berganda. Data dihimpun dari 361 responden menggunakan kuesioner berskala Likert dan dianalisis menggunakan perangkat lunak SPSS versi 27. Uji validitas menunjukkan bahwa 12 item Content Marketing, 10 item Service Excellence, dan 8 item Customer Engagement dinyatakan valid; reliabilitas diuji ulang berdasarkan item valid. Hasil analisis mengindikasikan bahwa content marketing memberikan pengaruh positif dan signifikan terhadap customer engagement (B = 0,354; t = 9,487; p < 0,001), begitu pula service excellence (B = 0,300; t = 7,407; p < 0,001). Uji ANOVA menunjukkan model regresi signifikan (F = 565,751; p < 0,001) dengan koefisien determinasi (R²) sebesar 0,760, artinya 76% variasi customer engagement dijelaskan oleh kedua variabel tersebut. Temuan ini menegaskan bahwa strategi pemasaran digital melalui pemasaran konten yang efektif dan penerapan pelayanan prima yang konsisten sangat penting dalam meningkatkan keterlibatan pasien sekaligus memperkuat daya saing klinik.
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