The Role of Digital Marketing Strategy and Information Quality in Shaping Consumer Satisfaction in Digital Healthcare Services
DOI:
https://doi.org/10.55980/ebasr.v5i1.417Keywords:
Consumer Satisfaction , Digital Marketing Strategy , Digital Transformation , Healthcare Services , Information QualityAbstract
This study examines the influence of digital marketing strategy and information quality on consumer satisfaction in digital healthcare services. The increasing adoption of digital technologies has transformed healthcare consumer behavior, making effective digital communication and high-quality information essential determinants of satisfaction. However, limited studies have simultaneously investigated the effects of digital marketing strategy and information quality on consumer satisfaction within healthcare service contexts. This research employed a quantitative descriptive approach using a survey method. Data were collected through questionnaires distributed to 390 consumers who had used Medisinfo2U healthcare services in Medan, Indonesia. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests. The findings indicate that digital marketing strategy has a positive and significant effect on consumer satisfaction. Information quality also demonstrates a positive and significant influence and emerges as the dominant factor affecting satisfaction. Simultaneously, digital marketing strategy and information quality significantly influence consumer satisfaction, explaining 44.8% of the variance in the dependent variable. These results suggest that consumers value accurate, relevant, and accessible healthcare information, while interactive and well-targeted digital marketing activities enhance their service experience. The study contributes to the literature by providing empirical evidence regarding the partial and simultaneous effects of digital marketing strategy and information quality in healthcare services. Practically, the findings offer insights for healthcare providers to improve digital communication effectiveness and information quality to enhance consumer satisfaction.
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Copyright (c) 2026 Jennifer Kwok, Hommy Dorthy Ellyany Sinaga, Dian Setyorini, Afrizal Afrizal, Rahmad Dianta Purba
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