The Relationship Between the Use of Digital and Conventional Marketing Communication on the Loyalty of Bariatric Patients at EMC Alam Sutera Hospital

Authors

  • Andy Halim Marketing Communication, Universitas Esa Unggul
  • Dani Vardiansyah Noor Marketing Communication, Universitas Esa Unggul
  • Ballian Siregar Marketing Communication, Universitas Esa Unggul
  • Lianda Sinaga Marketing Communication, Universitas Esa Unggul

DOI:

https://doi.org/10.37278/artcomm.v9i1.1472

Keywords:

Bariatrics, Digital Marketing Communication, Integrated Marketing Communication, Patient Loyalty, Conventional Communication

Abstract

The development of digital technology has changed marketing communication strategies in the healthcare sector. EMC Alam Sutera Hospital integrates digital and conventional marketing communications to increase bariatric patient loyalty. This study uses a quantitative approach with questionnaire instruments, validity, reliability, and multiple linear regression analysis. The use of Digital Marketing Communication turned out to have a great influence on the loyalty of bariatric patients with the highest Mean at point 4.18 with the statement "Patients feel comfortable using EMC Alam Sutera digital services to make control appointments" then the Utilization of Conventional Marketing Communication also has a great influence on the loyalty of bariatric patients with the highest Mean at point 4.30 with the statement "Direct communication with EMC Alam Sutera doctors makes patients are more confident in the bariatric procedure that the patient will undergo" when combined, the relationship between the use of Digital Marketing Communication and the use of conventional communication has a determination coefficient value relationship of 73.1%. which means that Digital Marketing Communication and Conventional Marketing Communication have a relationship in increasing patient loyalty so that the Integrated Marketing Communication Theory is proven to be relevant.

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Published

2026-04-23

How to Cite

Halim, A., Noor, D. V., Siregar, B., & Sinaga, L. (2026). The Relationship Between the Use of Digital and Conventional Marketing Communication on the Loyalty of Bariatric Patients at EMC Alam Sutera Hospital. ArtComm : Jurnal Komunikasi Dan Desain, 9(1), 29–39. https://doi.org/10.37278/artcomm.v9i1.1472

Issue

Vol. 9 No. 1 (2026): ArtComm

Section

Articles

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Copyright (c) 2026 Andy Halim, Dani Vardiansyah Noor, Ballian Siregar, Lianda Sinaga

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