Pengaruh Firm Generated Content, Electronic Word of Mouth, Celebrity Endorsement, Harga dan Fasilitas terhadap Keputusan Memilih Klinik Gigi

Abstract

With the development and increasing number of dental clinics, customers are exposed to more options when it comes to choosing dental clinic. Therefore, social media marketing strategies are becoming more popular among dental services. This study aims to determine the effect of firm generated content, electronic word of mouth, celebrity endorsement, price, and facilities towards customer’s purchase decision in choosing dental clinic. This research is a case study of Dentalosophy Dental Clinic which involved 100 respondents who had done dental treatments in Dentalosophy during January to December 2020. Data collection was conducted by distributing questionnaires using purposive non-probability sampling method. Furthermore, the data were analyzed using descriptive statistical analysis and multiple linear regression methods. The study shows that firm generated content, electronic word of mouth, celebrity endorsement, and facilities have positive and significant effect towards customer’s purchase decision in choosing dental clinic. Contrastingly, price does not have a negative and insignificant effect on customer’s decision in choosing dental clinic. Based on the result, Dentalosophy shall do further analysis, planning and evaluation of marketing strategies related to firm generated content, electronic word of mouth, and celebrity endorsement. Dentalosophy should also be able to maintain and improve their facilities as well as providing qualified health protocol especially during COVID-19 pandemic. Further study is expected to analyze the effect of other variables such as location, and dentist’s reputation towards purchase decision in choosing dental clinic.

Determinants Affecting the Dental Care Decision at Dental Clinics in Bandung

“…Based on the phenomenon of the problem that has been described, the formulation of the problem that the researcher proposes is to ask whether there is an effect of sales promotion, lifestyle and price discount on the decision to dental care at dental clinics in Bandung. The findings of this research are expected to fill the gap in similar research that already exists in the field of dental clinics business from researchers (Putri & Sijabat, 2021), where the results of the research stated that the variables of firm generated content, electronic word of mouth, celebrity endorsement, prices and facilities have a positive and simultaneous effect. on purchasing decisions, while partially firm generated content, electronic word of mouth, celebrity endorsements have a significant effect on purchasing decisions, only the price and facilities variables have no significant effect on purchasing decisions.…”

“…The hypothesis of the variable at the price discount which was not significant to the decision to dental care at the dental clinics in Bandung is in line with several previous research, including according to (Wilujeng, 2017) 353 which states that the price discount variable has no significant effect on purchasing decisions. In addition, previous research from (Putri & Sijabat, 2021) also states that the price variable does not significantly influence the decision to choose dental clinics. Previous research and the findings in this study contradict the law of demand which states that the more expensive an item is, the lower the demand for it and vice versa, the cheaper it is, the higher the demand (Feng et al, 2017).…”