The Influence of Digital Marketing Strategies and Telemedicine on Customer Loyalty Mediated by Customer Satisfaction at the MG Laboratory Medical Check-Up (MCU) Clinic

Dede Nurhasan Suryadi; F.X. Irwan  Tanamas; Audrey Gamaliel Dotulong  Tangkudung

doi:10.63922/ijebir.v5i05.6326

Dede Nurhasan Suryadi Institut Bisnis dan Multimedia asmi Jakarta
F.X. Irwan Tanamas Institut Bisnis dan Multimedia asmi Jakarta
Audrey Gamaliel Dotulong Tangkudung Institut Bisnis dan Multimedia asmi Jakarta

DOI: https://doi.org/10.63922/ijebir.v5i05.6326

Keywords: Digital Marketing, Telemedicine, Customer Satisfaction, Corporate Customer Loyalty, Medical Check Up

Abstract

Digital transformation and the integration of technology-based health services have become strategic requirements in the modern post-pandemic healthcare industry. This study aims to analyze the effect of digital marketing strategies and telemedicine services on corporate customer loyalty (B2B) at the Medical Check Up (MCU) Clinic of MG Laboratory, with customer satisfaction as a mediating variable. The research approach used is quantitative associative with a survey method. The research population includes all employees of partner companies of MG Laboratory MCU Clinic, with a sample size of 180 respondents determined through purposive sampling techniques based on Structural Equation Modeling (SEM) estimation criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) operated through SmartPLS 4.0 software. The hypothesis testing results show that: (1) Digital marketing strategy has a positive and significant effect on customer satisfaction (t = 6.842, p < 0.05); (2) Telemedicine has a positive and significant effect on customer satisfaction (t = 5.124, p < 0.05); (3) Digital marketing strategy has a positive and significant effect on corporate customer loyalty (t = 3.415, p < 0.05); (4) Telemedicine has a positive and significant effect on corporate customer loyalty (t = 3.112, p < 0.05); (5) Customer satisfaction has a positive and significant effect on corporate customer loyalty (t = 7.241, p < 0.05); (6) Customer satisfaction significantly mediates the effect of digital marketing strategy on corporate customer loyalty (t = 4.912, p < 0.05); and (7) Customer satisfaction significantly mediates the effect of telemedicine on corporate customer loyalty (t = 4.105, p < 0.05). The coefficient of determination (R²) indicates that customer satisfaction can be explained by digital marketing and telemedicine by 68.4%, while corporate customer loyalty can be explained by digital marketing, telemedicine, and customer satisfaction by 74.2%. These findings emphasize the importance of synergy between responsive digital marketing effectiveness and the reliability of telemedicine platforms in building long-term corporate satisfaction and loyalty.

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