Judul: The Influence of Content Marketing on Intention to Follow Instagram/Tiktok, Brand Trust, and Hospital Brand Loyalty
Abstrak: The healthcare industry is an industry that relies heavily on public trust. The marketing activities he carries out are usually face-to-face. When the pandemic arrived, this industry needed to adapt to the digital world, one of which was social media marketing. Edelweiss Hospital in Bandung City is one of the new hospitals that is active on social media but has not yet received optimal results from social media marketing. The number of inpatient visits to Edelweiss Hospital in 2022 is not yet in line with the number of followers and the number of uploads by Edelweiss Hospital which is already good. This research aims to find out how Edelweiss Hospital's content marketing influences brand loyalty both directly and indirectly through intention to follow and brand trust and whether there is a moderating effect from the characteristics of hospitals that are more experienced, larger and government owned. Apart from that, research in the field of social media marketing in hospitals is still very limited. The data used is secondary data from the West Java Health Profile as well as social media marketing activities from each hospital account. Apart from that, it is used for primary data from questionnaire results. Data was collected from 304 respondents, of which 125 respondents were collected from Edelweiss Hospital, 58 respondents from Limijati Hospital, 50 respondents from Bandung Kiwari Hospital and 71 respondents from Al Islam Hospital. This research uses a descriptive approach, Structural Equation Model-Partial Least Square (SEM-PLS) analysis with WarpPLS version 8.0 software. The results generally show that respondents from each hospital have the same segment, namely young middle-income families. Based on the results of hypothesis testing, content has a positive and significant effect on brand trust and brand loyalty. Intention to Follow has a positive and significant effect on Brand Trust and is successful in partially mediating between Content Marketing and Brand Trust. Brand Trust has a positive and significant effect on Brand Loyalty and is successful in partially mediating the relationship between Content Marketing and Brand Loyalty. A partial moderating effect of the hospital ownership variable was found on the relationship between Content Marketing and Brand Trust and Brand Loyalty. This research suggests increasing content related to hospital credibility on Instagram in short video format. In addition, content that is reflective of patients, such as testimonials, is recommended to be improved. Future research can further explore brand satisfaction and service quality to complement the results of this research.
Keyword: rumah sakit, brand trust, content marketing, intention to follow, brand loyalty, hospital characteristics moderation

Judul: Pengaruh Social Media Marketing terhadap Brand Trust dan Keputusan Menggunakan Aplikasi Halodoc
Abstrak: Perkembangan teknologi internet mendorong bertambahnya pengguna media sosial. Hal ini membuat banyak perusahaan menggunakan media sosial untuk menerapkan Social Media Marketing (SMM) termasuk perusahaan di bidang layanan kesehatan, salah satunya adalah Halodoc. Halodoc merupakan sebuah aplikasi kesehatan yang membantu memfasilitasi interaksi antara dokter dengan pasien secara online. Penerapan SMM ini juga dapat meningkatkan brand trust dan akan berdampak pada keputusan pembelian. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi karakteristik pengguna aplikasi Halodoc, menganalisis pengaruh SMM terhadap brand trust dan keputusan menggunakan aplikasi Halodoc, serta menganalisis pengaruh brand trust terhadap keputusan dalam menggunakan aplikasi Halodoc. Metode analisis yang digunakan dalam penelitian ini yaitu analisis deskriptif dan SEM (Structural Equation Model). Hasil Penelitian menunjukkan SMM memiliki pengaruh yang signifikan dan positif terhadap brand trust dan keputusan mengunakan aplikasi Halodoc, selain itu juga terdapat pengaruh yang signifikan dan positif dari variabel brand trust terhadap keputusan mengunakan aplikasi Halodoc. Kata kunci: social media marketing, brand trust, keputusan pembelian, SEM-PLS, The development of internet technology encourages the increase in social media users. This has made many companies use social media to implement social media marketing (SMM), including companies in the health care sector, one of which is Halodoc. Halodoc is a health application that helps facilitate online interactions between doctors and patients. The application of SMM can also increase brand trust and will have an impact on purchasing decisions. Therefore, this study aims to identify the characteristics of users of the Halodoc application, analyze the influence of SMM brand trust and decisions to use the Halodoc application, and analyze the effect of brand trust on decisions to use the Halodoc application. The analytical method used in this research is descriptive analysis and SEM (Structural Equation Model). The results of the study show that SMM has a positive and significant influence on brand trust and decisions to use the Halodoc application, besides that there is also a positive and significant effect of brand trust on the decision to use the Halodoc application. Keywords: social media marketing, brand trust, purchasing decisions, SEM-PLS
Keyword: social media marketing, brand trust, keputusan pembelian, SEM PLS

Judul: Embriogenesis ikan buta (Astyanax fasciatus)
Abstrak: Ikan buta Astyanax fasciatus adalah spesies ikan unik dari famili Characidae yang menempati perairan dalam gua di Wilayah La Cueva Chica-San Luis Potasi-Mexico. Ikan ini memiliki mata yang tereduksi (Blind Cavefish) dan warna kulit merah muda, pucat serta mengkilap.
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