Minat Menggunaan Layanan Telemedicine Halodoc pada Gen Z
Interest in Using Halodoc Telemedicine Services in Gen Z
Abstract
Tujuan dari penelitian ini untuk mengetahui pengaruh social influence, brand image, dan social media marketing Instagram terhadap minat dalam menggunakan layanan telemedicine Halodoc pada generasi zilenial (gen z) di Lampung. Pendekatan yang digunakan adalah kuantitatif dengan metode explanatory research. Penelitian ini melibatkan populasi Gen Z di Lampung dengan menggunakan teknik purposive sampling untuk mengumpulkan 100 responden. Data primer dan data sekunder adalah sumber data yang digunakan. Data dikumpulkan melalui kuesioner. Hasil penelitian ini menunjukkan bahwa social influence secara parsial tidak berpengaruh signifikan terhadap minat menggunakan layanan telemedicine Halodoc, sedangkan brand image dan social media marketing Instagram secara parsial berpengaruh signifikan terhadap minat menggunakan layanan telemedicine Halodoc. Namun, social influence, brand image, dan social media marketing Instagram secara simultan berpengaruh terhadap minat menggunakan layanan telemedicine Halodoc.
The purpose of this study was to determine the effect of social influence, brand image, and Instagram social media marketing on interest in using Halodoc telemedicine services in the zillennial generation (gen z) in Lampung. This study uses a quantitative approach with an explanatory research method. This study involved the Gen Z population in Lampung using purposive sampling technique to collect 100 respondents. Primary data and secondary data are the data sources used. Data were collected through questionnaires. The results of this study indicate that social influence partially does not have a significant effect on interest in using Halodoc telemedicine services, while brand image and Instagram social media marketing partially have a significant effect on interest in using Halodoc telemedicine services. However, social influence, brand image, and social media marketing Instagram simultaneously affect the interest in using Halodoc telemedicine services.
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