The Influence of Digital Marketing and Service Accessibility on The Performance of Primary Clinic

Management, Healthcare Management, Marketing

In the era of increasingly fierce global competition, people's demands for excellent service or high-quality services encourage health facilities to improve performance in their services, one of which is digital marketing. Digital marketing in the form of online media is in great demand by internet users without face-to-face meetings. Digital marketing helps a company promote and market its products and services. Apart from digital marketing, access to services is also an important thing that needs to be considered in services so that organizational performance is mainly related to distance and service costs. This study aims to determine digital marketing and service accessibility on the performance of Primary Clinic. This was an analytic verification research method with sampling technique used is purposive sampling, consist of 100 people. Data collection was carried out by distributing questionnaires as the main data collection. The analysis technique used in this study is multiple regression analysis. The study suggest that digital marketing and service accessibility have a significant effect, both partially and simultaneously on clinical performance. This means that by carrying out digital marketing and access to affordable services to the community, will improve the performance level of the Primary Clinic. Digital marketing efforts need to be improved and updated to provide information to the wider community regarding the services available at the Primary Clinic, and access to services, especially in terms of speed and costs, should be adjusted to the market target of the clinic itself.

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