ANALISIS PENGARUH PERILAKU KONSUMEN MELALUI VARIABEL SOSIOEKONOMI DAN BUDAYA, EXPERIENTIAL MARKETING, SERVICE INNOVATION, DAN KEPUASAN PASIEN TERHADAP REPURCHASE INTENTION DI RSKD IBU DAN ANAK SITI FATIMAH MAKASSAR = EFFECT ANALYSIS OF CONSUMER BEHAVIOUR THROUGH SOCIOECONOMIC AND CULTURAL VARIABLES, EXPERIENTIAL MARKETING, SERVICE INNOVATION, AND PATIENT SATISFACTION ON REPURCHASE INTENTION IN SITI FATIMAH MOTHER AND CHILD REGIONAL HOSPITAL MAKASSAR

WIDYATMA ADINDA JUBHARI. Effect Analysis of Consumer Behavior Through Socioeconomic and Cultural Variables, Experiential Marketing, Service Innovation, And Patient Satisfaction on Repurchase Intention in Siti Fatimah Mother And Child Regional Hospital Makassar. (Supervised by Syahrir A. Pasinringi dan Irwandy).
Background. Several factors can influence consumer behavior in hospital selection, especially in pregnant women, who are healthy individuals with enough time to gather information, consider, and make decisions. So, hospitals need to know the factors that can influence repurchase intention. Aim. This study aims to analyze the influence of social factors, cultural factors, economic factors, experiential marketing, patient satisfaction, and service innovation on repurchase intention at RSKDIA Siti Fatimah Makassar. Method. This is an observational quantitative study with a cross-sectional design and data analysis using SmartPLS software.The population in this study were obstetric patients with repeated visits to RSKDIA Siti Fatimah Makassar. The sample was taken using proportional random sampling technique from the total population, namely 90 respondents. Results. Social factors (p=0.291) and cultural factors (p=0.096) do not affect repurchase intention, and economic factors have a direct negative impact on repurchase intentions (p=0.000). Experiential marketing has a direct effect on repurchase intention (p=0.024), but no indirect effect (p=0.297). Service innovation has no effect on repurchase intention either directly (p=0.638) or indirectly (p=0.431). Experiential marketing does affect patient satisfaction (p=0.000), service innovation does not affect patient satisfaction (p=0.272), and patient satisfaction does not affect repurchase intention (p=0.256). Conclusion. The analysis shows that economic factors have an impact on repurchase intention. The direct effect of experiential marketing is the best way to increase repurchase intention. Hospital management should conduct market research and improve their experiential marketing, increase patient education on healthy lifestyles, provide complete and comfortable facilities at affordable prices to increase repeat patient growth.

Keywords: Consumer Behavior, Experiential Marketing, Service Innovation, Patient Satisfaction, Repurchase Intention