Impact of Social Media Ads and Word of Mouth on Patient Treatment Decisions

Abstract

The beauty industry in Indonesia has experienced significant growth due to the increasing interest in innovative beauty treatments and products. Clinics such as Amabelle Aesthetic Clinic Batununggal Branch play an important role in fulfilling this demand by offering modern treatments and high-quality skincare products. However, there are challenges in reaching and retaining customers in the midst of strong competition. This study aims to determine the effect of social media advertising and word of mouth on patient decisions to choose treatments at the Amabelle Aesthetic Clinic Batununggal Branch. The method used is multiple linear regression analysis using SPSS software version 25, with data collected through questionnaires. The results showed that both social media advertising and word of mouth significantly influenced the patients’ decision to have treatment at the clinic. The findings provide valuable insights to optimize the clinic's marketing strategy, increase new patient acquisition, and maintain customer loyalty. As a result, understanding the power of social media advertising and word-of-mouth recommendations is critical to the success of Amabelle Aesthetic Clinic Batununggal Branch in maintaining its competitiveness in the competitive beauty industry in Indonesia.

Keywords: Social Media Advertising, Word of Mouth, Patient Treatment Decisions