Healthcare Industry Sales Performance : How The Role of Social Media and Digital Marketing?

Abstract

The purpose of this study is to analyze the relationship of social media marketing to Healthcare Industry sales performance and the relationship of digital marketing to Healthcare Industry sales performance. This study uses quantitative methods, data obtained by distributing online questionnaires through social media. The object of this research is the Health Industry with a total of 190 respondents who were selected by simple random sampling method. The analysis technique used is analysis using Structural Equation Modeling with the SmartPLS 4.0 program tool with confirmatory factor analysis, hypothesis testing using the Maximum Likehood Estimation (MLE) estimation technique with a significance level of 5% and using the Goodness Fit of Index to test the feasibility of developing a model that developed. The results of this study indicate that social media marketing has a positive and significant effect on Healthcare Industry sales performance and digital marketing has a positive and significant effect on Healthcare Industry sales performance.