Pengaruh Digital Advertising terhadap Konversi Tindakan ELITA SILK di Klinik Utama IEC Eyecare: Analisis Time Series dan Patient Perception

Authors

  • Daria Putri Roman Universitas Pelita Harapan
  • Dyah Ajeng Universitas Pelita Harapan
  • Indra Hidayat Universitas Pelita Harapan
  • Michael Putra Wiguna Universitas Pelita Harapan

DOI:

https://doi.org/10.58344/locus.v5i1.5236

Keywords:

digital advertising, ELITA SILK, conversion rate, patient perception, time series analysis, healthcare marketing, decision-making

Abstract

Tujuan: Menganalisis pengaruh digital advertising terhadap konversi tindakan ELITA SILK dan mengidentifikasi faktor-faktor penentu keputusan pasien di Klinik Utama IEC Eyecare selama periode Agustus-Oktober 2025. Metode: Penelitian deskriptif mixed-methods menggunakan time series analysis untuk data digital advertising (n=3 bulan) dan qualitative content analysis terhadap survey pasien (n=22 responden). Data dianalisis menggunakan statistik deskriptif dan content analysis. Hasil: Trend analysis menunjukkan peningkatan konsisten pada parameter digital advertising: leads +37.6%, booking +72.5%, dan tindakan SILK ELITA +150%. Conversion rate meningkat dari 9.52% menjadi 21.28% (+123%). Analisis survey pasien menunjukkan: (1) 81.8% mengakses informasi melalui media sosial (Instagram); (2) 100% menilai konten klinik positif; (3) Alasan utama pemilihan: teknologi (45.5%) dan pemulihan cepat (40.9%); (4) Faktor penentu: teknologi (72.7%), harga (45.5%), kualitas layanan (36.4%); (5) Peran dokter sangat besar (66.7%); (6) 100% bersedia merekomendasikan; (7) Kepuasan: 63.6% sangat puas. Originalitas: Penelitian ini mengintegrasikan quantitative time series analysis dengan qualitative patient perception analysis— metodologi pertama dalam konteks healthcare marketing di Indonesia untuk prosedur surgical electif berbasis teknologi terkini. Implikasi: Findings mengvalidasi efektivitas strategi digital advertising terintegrasi dalam patient acquisition untuk teknologi surgical baru. Instagram adalah channel kritis untuk awareness stage, sementara teknologi produk dan kualitas layanan merupakan decision-stage factors utama. Peningkatan conversion rate signifikan mengindikasikan successful integration antara digital marketing efforts dan patient education.

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Published

2026-01-13

Issue

Vol. 5 No. 1 (2026): JURNAL LOCUS: Penelitian dan Pengabdian

Section

Articles

License

Copyright (c) 2026 Daria Putri Roman, Dyah Ajeng, Indra Hidayat, Michael Putra Wiguna

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