The Effects of Brand Image and Experiential Marketing on Word of Mouth Through Repeat Visits, With Government Policy as a Moderating Variable: A Study of General Outpatients at Dr. Rubini Regional Hospital, Mempawah
Keywords:
Brand Image, Experiential Marketing, Word of Mouth, Repeat Visit, Government Policy
Abstract
This study examines the effects of brand image and experiential marketing on word of mouth among general outpatients, both directly and indirectly through repeat visits, with government policy tested as a potential moderating variable. A quantitative, explanatory research design was employed using a sample of 250 general outpatients at Dr. Rubini Regional Hospital, Mempawah, selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that experiential marketing exerts the strongest influence on repeat visits (β = 0.734; t = 25.413; p < 0.001), followed by brand image (β = 0.183; t = 4.786; p < 0.001). Repeat visits, in turn, positively affect word of mouth (β = 0.235; t = 2.814; p = 0.005). Brand image (β = 0.245; t = 4.870; p < 0.001) and experiential marketing (β = 0.296; t = 3.910; p < 0.001) also exert significant direct effects on word of mouth. Repeat visits partially mediate the relationship between brand image and word of mouth (VAF = 14.9%) and between experiential marketing and word of mouth (VAF = 36.9%). Government policy, however, was not found to moderate any of the hypothesized relationships (p > 0.05 for all interaction effects). These findings suggest that strengthening patient experience and hospital image is more effective in stimulating repeat visits and positive recommendations than regulatory factors alone, offering practical direction for public hospital marketing strategy.
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References
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Wu, C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5 (12), 4873–4882. https://doi.org/10.5897/AJBM10.1347
Ajzen, I. (1991). The theory of planned Organizational behavior Behavior and Human Decision Processes, 50 (2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Asnawi, AA, Awang, Z., Afthanorhan, A., Mohamad, M., & Karim, F. (2019). The influence of hospital image and service quality on patients ' satisfaction and loyalty management Science Letters, 9, 911–920. https://doi.org/10.5267/j.msl.2019.2.011
Bai, S., Tan, Y., Zhao, J., Yu, D., Zhang, J., & Li, Q. (2024). How do patients ' perceptions and doctors ' images impact patient decisions ? Deconstructing on line physician selection using multimodal data. Heliyon, 10, e28563. https://doi.org/10.1016/j.heliyon.2024.e28563
Barello, S., Graffigna, G., & Vegni, E. (2012). Patients engagement as an emerging challenge for healthcare services : Mapping the literature. Nursing Research and Practice, 1–7. https://doi.org/10.1155/2012/905934
Basabih, M., & Widhakuswara, I. (2024). Opportunities and challenges in implementing regional public service agency policy in regional hospitals : Systematic review. Journal of Public Health Sciences (JIKM), 1–20.
Chandra, AF, & Nadjib, M. (2023). Digital marketing in the hospital: A scope review. Journal of World Science, 2 (1), 46–51. https://doi.org/10.58344/jws.v2i1.178
CISDI. (2024). White paper : Indonesia's health sector development (2024–2034): Designing a future for policy and delivery. Center for Indonesia's Strategic Development Initiatives (CISDI).
DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited : Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48 (2), 147–160. https://doi.org/10.2307/2095101
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale : Word -of - mouth measurement scale for e- services context. Canadian Journal of Administrative Sciences, 27, 5–23.
Greif, D.N., Shah, H.A., Luxenburg, D., Hodgens, B.H., Epstein, A.L., Lee, Kaplan, Munoz, J., Letter, M., & Baraga, M.G. (2022). Word of mouth and on line reviews are more influential than social media for patients when selecting a sport medicine physician. Arthroscopy, Sports Medicine, and Rehabilitation, 4 (3), e1185–e1191. https://doi.org/10.1016/j.asmr.2022.04.022
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Islam, SB, Bhat, SA, Darzi, MA, & Khursheed, SO (2025). Investigating patient revisit intention in community health centers : A mediational study. International Journal of Pharmaceutical and Healthcare Marketing, 19 (2), 228–248. https://doi.org/10.1108/IJPHM-11-2023-0102
Keelson, S. A., Addo, J. O., & Amoah, J. (2024). The impact of patient engagement on service quality and customer well-being : An introspective analysis from the healthcare providers ' perspective. Cogent Public Health, 11 (1), 1–12. https://doi.org/10.1080/27707571.2024.2340157
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57 (1), 1–22.
Ministry of Health. (2025). Hospital Recap per Class. Directorate General of Health Services. https://sirs.kemkes.go.id/fo/home/dashboard_rs?id=0
Lucki, Adhikara, MA, & Kusumapradja, R. (2025). Determinants of experiential marketing on the intention to use outpatient services in class C hospital. Management Dynamics: International Journal of Management and Digital Sciences, 2 (4), 100–108.
Medscape. (2017). Physician compensation report 2017. Medscape. https://www.medscape.com/sites/public/physician-comp/2017
Mirawati, Armiyanti, Y., & Ardiana, A. (2024). Relationships between patient satisfaction and dimensions of health service quality with revisit interest of outpatient in Lumajang Health Center. Journal of Nursing and Midwifery, 11 (3), 301–311.
Mutiarasaria, D., Demaka, IPK, Bangkeleb, EY, Nur, R., & Setyawati, T. (2021). Patient satisfaction : Public vs. private hospital in Central Sulawesi, Indonesia. Gaceta Sanitaria, 35 (2), 186–190.
Octaviani, D., Sudirman, S., & Pratiwi, W. (2025). Perceived brand localness vs social media: Analysis of effectiveness in shaping consumer preferences for heritage coffee shops. Indonesian Multidisciplinary Scientific Journal.
Priyanto, EB, Rahayuningsih, E., & Anggiani, S. (2025). The impact of hospital service technology and service quality on patient revisit intention : Mediating role of patient experience. PARADOX Journal of Economics, 8 (3), 209–223.
Putra, TDM, Romadhona, NL, & Abdullah, TMK (2024). Enhancing patient revisit intention and positive word of mouth : An empirical study of medical tourism. Journal of Management and Entrepreneurship, 12 (1), 100–109.
Rahman, AS, Suyoto, & Desembrianita, E. (2023). The influence of service quality and hospital image on revisit intention through word of mouth on inpatient services at the Ibnu Sina Regional General Hospital in Gresik District. International Journal of Advanced Engineering and Management Research, 8 (3), 13–30. https://doi.org/10.51505/ijaemr.2023.8302
Rahman, M.S., Bag, S., Hassan, H., Singh, R.K., & Haque, M.M. (2022). Destinations brand equity and tourists revisit intention towards health tourism : An empirical study. Benchmarking : An International Journal, 29 (4), 1306–1331. https://doi.org/10.1108/BIJ-03-2021-0173
Sari, N., Omar, M., Pasinringi, SA, Zulkifli, A., & Sidin, AI (2023). Developing hospital resilience domains in facing disruption era in Indonesia: A qualitative study. BMC Health Services Research, 23 (1395), 1–14. https://doi.org/10.1186/s12913-023-10416-8
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2020). Handbook of Market Research. https://doi.org/10.1007/978-3-319-05542-8
Schmitt, B. (2010). Experiential Marketing Journal of Marketing Management, 15 (1–3), 53–67.
Sjukri, KB, Kusumapradja, R., & Mulyani, EY (2025). Patient engagement's influence on brand image as a mediator to strengthen revisit intention. Jurnal Medika Nusantara, 3 (1), 152–164.
Soleha, U., Ilfah, FNA, Adabi, AH, & Wildan, MA (2025). The roles of word of word of mouth (WOM) in building consumer trust in new brands : Strategy analysis and impact. LITERACY: International Scientific Journals of Social, Education, Humanities, 4 (1), 323–329. https://doi.org/10.56910/literacy.v4i1.2190
Syah, TYR, & Suyitno, E. (2025). How to create patients revisit intention ? A study on private hospitals in Indonesia. Innovative Marketing, 21 (1), 75–88. https://doi.org/10.21511/im.21(1).2025.07
Taufik, ER, Hasan, S., Titin, T., Singagerda, FS, & Sinambela, EA (2022). Hospital visits intention and visit decision : How the role of viral and word of mouth marketing ? Frontiers in Public Health, 10, 948554. https://doi.org/10.3389/fpubh.2022.948554
Wandebori, H., & Pidada, IAAP (2017). Revisit intention to hospital: Factors unveiled from a case study of Balimed Hospital. Journal of Theory and Applied Management, 10 (3), 205–216.
Wu, C. (2011). The impact of hospital brand image on service quality, patient satisfaction and loyalty. African Journal of Business Management, 5 (12), 4873–4882. https://doi.org/10.5897/AJBM10.1347
Published
2026-10-11
How to Cite
Susanti, R. (2026). The Effects of Brand Image and Experiential Marketing on Word of Mouth Through Repeat Visits, With Government Policy as a Moderating Variable: A Study of General Outpatients at Dr. Rubini Regional Hospital, Mempawah. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 14280-14295. https://doi.org/10.31538/iijse.v9i2.10806
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