The Role of Digital Marketing and Brand Awareness in Increasing Decisions to Use Sohiba Khitan Services

Authors

Abstract

Digital marketing plays an essential role in enhancing the visibility and competitiveness of health services. In the context of modern circumcision services, digital marketing serves as a strategic tool to strengthen brand awareness and influence consumer decision-making processes. The increasing public demand for reliable circumcision services and the shift in consumer behavior toward digital-based service searches highlights the importance of analyzing the relationship between digital marketing, brand awareness, and service usage decisions at Sohiba Khitan. This research is classified as explanatory research using a quantitative approach. The sample consisted of 109 respondents, representing users or parents of users of Sohiba Khitan services. Data were collected through questionnaires. The analysis technique employed the SEM-PLS method using SmartPLS software to examine both direct and indirect relationships among variables. The results show that digital marketing has a positive and significant effect on brand awareness, as indicated by a p-value of 0.000 < 0.05, a T-Statistics value of 9.088 > 1.96, and an original sample value of 0.827 (positive). Brand awareness has a positive and significant effect on service usage decisions, demonstrated by a p-value of 0.000 < 0.05, a T-Statistics value of 10.721 > 1.96, and an original sample value of 0.820 (positive). Digital marketing has a positive but not significant effect on service usage decisions, indicated by a p-value of 0.422 > 0.05, a T-Statistics value of 0.804 < 1.96, and an original sample value of 0.082 (positive). Furthermore, brand awareness is proven to mediate the effect of digital marketing on service usage decisions, supported by an indirect effect p-value of 0.000 < 0.05, a T-Statistics value of 6.977 > 1.96, and an original sample mediation value of 0.679 (positive).

Author Biographies

  • Muhammad Luthfi, Sultan Agung Islamic University
    STUDENT
  • Wahyuni Ratnasari, Sultan Agung Islamic University
    LECTURER

References

Journals:

Aljafari, T., et al. (2023). The local environment matters: Evidence from digital healthcare services for patient engagement. Journal of the Academy of Marketing Science.

Anggraeni, D., et al. (2021). Strategi pemasaran digital untuk meningkatkan brand awareness di era e-commerce. Jurnal ITB Semarang.

Cunha Ferreira, C. (2023). Patient satisfaction with healthcare services and the techniques used for its assessment: A systematic literature review. International Journal of Environmental Research and Public Health.

Goel, A., Singh, A., Taneja, U., & Jain, S. (2024). Consumer adoption of digital health services: A systematic literature review and research agenda. International Journal of Consumer Studies.

Hidayah, N., et al. (2021). Penerapan strategi digital marketing pada pelayanan kesehatan. Jurnal Unismuh Palu.

Hidayah, N., et al. (2022). Digital marketing in the hospital: A scoping review. Jurnal Kesehatan.

Kristianawati, S., & Sulistyani, L. (2023). Strategi pemasaran digital marketing melalui brand awareness dan kepercayaan dalam mempengaruhi keputusan kunjungan pasien rawat jalan di Rumah Sakit Indriati Boyolali. Jurnal Excellent.

Yanti, N. K. D. (2023). Penerapan digital marketing melalui Instagram untuk meningkatkan kesadaran merek di Anantara Seminyak Bali Resort. Jurnal Manajemen dan Bisnis.

Zia Ul-haq, M. (2023). Analisis pengembangan strategi digital marketing dalam meningkatkan brand awareness Rumah Sakit Pasundan. Jurnal Ilmu Komunikasi.

Pasaribu, T. A., et al. (2022). The impact and challenges of digital marketing in the health care industry during the digital era and the COVID-19 pandemic. Frontiers in Public Health.

Books:

Chaffey, D., & Smith, P. R. (2022). Digital marketing excellence: Planning, optimizing and integrating online marketing (6th ed.). Routledge.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2021). Multivariate data analysis (8th ed.). Cengage Learning.

Kingsnorth, S. (2022). Digital marketing strategy: An integrated approach to online marketing (3rd ed.). Kogan Page.

Kotler, P., & Keller, K. L. (2021). Marketing management (15th ed.). Pearson.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 4.0: Bergerak dari tradisional ke digital. Gramedia Pustaka Utama.

Morris, N. (2023). Digital marketing for healthcare: Harnessing technology to improve patient engagement. Health Administration Press.

Riaz, M. U., Guang, L. X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2020). Consumers’ purchase intention and decision-making process through social networking sites: a social commerce construct. Behaviour & Information Technology, [Online First].

Ryan, D. (2020). Understanding digital marketing: Marketing strategies for engaging the digital generation (5th ed.). Kogan Page.

Downloads

Published

2025-12-04

Issue

Vol. 2 No. 4 (2025): December 2025

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).