THE INFLUENCE OF DIGITAL MARKETING AND POINT OF PURCHASE MARKETING TOWARDS CUSTOMER EXPERIENCE (CASE STUDY OF PATIENTS AT EDELWEISS HOSPITAL, BANDUNG CITY)

management Hospital

Transformation in the health sector in Indonesia is inseparable from the occurrence of the Covid-19 pandemic, which has caused an acceleration in the implementation of digitalization in all aspects of life. The health service sector is also not spared from the entry of this digitalization era. The transformation of the health sector is the basis for the development of health technology, one of which is in the application of digital marketing in health services. This study aims to find out patients' perceptions of the use of digital marketing and point of purchase marketing at Edelweiss Hospital and how digital marketing and point of purchase marketing affects customer experience at Edelweiss Hospital. This research uses descriptive and verifiable methods. The sampling techniques were non-probability sampling and purposive sampling, and the number of respondents was obtained by 400 respondents. The data obtained through the questionnaire is then tabulated and then tested with a classical assumption test and then will be analyzed by the multiple liner regression method with the help of SPSS version 24 software. Based on quantitative analysis, it was found that the influence of digital marketing variables partially had a significant effect on the customer experience variable, then the point of purchase marketing variable partially had a significant effect on the customer experience variable, then the digital marketing variable and the point of purchase marketing variables simultaneously or together have a significant effect on the customer experience variables.

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