Experiential Marketing di Rumah Sakit Indonesia: Scoping Review
DOI:
https://doi.org/10.60036/jbm.v5i1.307Keywords:
Pemasaran Berbasis Pelayanan, Kepuasan Pasien, Loyalitas Pasien, Word of Mouth, Rumah SakitAbstract
Dalam era persaingan yang semakin ketat, rumah sakit dituntut untuk meningkatkan competitive advantage melalui strategi pemasaran yang inovatif, salah satunya adalah experiential marketing. Penelitian ini bertujuan untuk mengeksplorasi penerapan experiential marketing di rumah sakit Indonesia melalui metode scoping review yang mengacu pada pedoman PRISMA. Pencarian artikel dilakukan pada database Google Scholar, PubMed, ScienceDirect, dan Portal Garuda, dengan total 512 artikel yang diidentifikasi dan disaring menjadi 4 artikel untuk dianalisis. Hasil studi menunjukkan bahwa experiential marketing berkontribusi signifikan terhadap peningkatan kepuasan pasien, yang kemudian berperan sebagai mediator dalam meningkatkan loyalitas pasien dan positive word of mouth (WOM). Dimensi think dalam experiential marketing ditemukan sebagai elemen paling dominan, melibatkan aspek kognitif pasien dalam mengevaluasi kualitas layanan. Selain itu, brand trust menjadi faktor penting dalam memperkuat hubungan antara pengalaman positif pasien dan loyalitas pasien. Penerapan experiential marketing yang dikombinasikan dengan inovasi layanan, seperti sistem antrean digital dan aplikasi pendaftaran online, mampu menciptakan pengalaman yang menyenangkan, efisien, dan bermakna bagi pasien, sehingga dapat meningkatkan kepuasan, loyalitas, dan meningkatkan daya saing rumah sakit.
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