Innovative Guerilla Marketing and Word of Mouth Strategies in Building Brand Awareness to Increase the Number of Patients at RSI Wonosobo

Choirul Anwar, Olivia Fachrunnisa

Abstract


This study aims to analyze the influence of Guerilla Marketing and Word of Mouth on Intention to Service Order with Brand Awareness as a mediating variable at Wonosobo Islamic Hospital (RSI Wonosobo). The research applied a quantitative approach with an associative design. The population consisted of Wonosobo residents, and 114 respondents were selected using a convenience sampling technique. Data were collected through a Likert scale (1–5) questionnaire and analyzed using Structural Equation Modeling with Partial Least Square (SEM-PLS). The findings reveal that Guerilla Marketing and Word of Mouth significantly affect Brand Awareness but do not directly influence Intention to Service Order. Conversely, Brand Awareness has a significant effect on Intention to Service Order and mediates the relationship between Guerilla Marketing, Word of Mouth, and Intention to Service Order. These results highlight the importance of innovative marketing strategies and consumer-to-consumer communication in enhancing brand awareness, which ultimately increases patients' intention to use hospital services.


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