STRATEGI PENERAPAN ETIKA BISNIS SOCIAL MEDIA MARKETING PADA RUMAH SAKIT JANTUNG TASIKMALAYA
DOI:
https://doi.org/10.25134/digibe.v2i2.39Keywords:
Business Ethics, Social Media Marketing, Hospital, Healthcare, SWOT AnalysisAbstract
Abstrak
Penelitian ini bertujuan untuk mengevaluasi strategi penerapan etika bisnis dalam pemasaran media sosial di Rumah Sakit Jantung Tasikmalaya. Menggunakan pendekatan kualitatif dengan metode studi kasus, data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan menggunakan teknik analisis Miles dan Huberman yang mencakup reduksi data, penyajian data, dan penarikan kesimpulan, dengan validitas data diuji melalui triangulasi teknik. Hasil penelitian menunjukkan bahwa Rumah Sakit Jantung Tasikmalaya telah menerapkan sejumlah praktik etis dalam media sosial, seperti pengecekan konten sebelum publikasi, riset berbasis data, dan keterlibatan dokter untuk memastikan akurasi konten. Analisis SWOT mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman dalam strategi pemasaran media sosial rumah sakit. Temuan ini menempatkan rumah sakit pada posisi kuadran I (kekuatan internal dan peluang eksternal yang tinggi), yang menunjukkan potensi besar untuk mengoptimalkan strategi pemasaran melalui peningkatan kualitas sumber daya manusia, penerapan SOP cyber security, dan pemanfaatan nilai CARDIAC dalam semua konten media sosial. Penelitian ini menyimpulkan bahwa integritas, transparansi, dan etika harus menjadi dasar dalam strategi social media marketing, khususnya di sektor layanan kesehatan, untuk menjaga kepercayaan dan kredibilitas di mata publik.
Kata kunci: Etika Bisnis; Social Media Marketing; Rumah Sakit; Kesehatan; Analisis SWOT
Abstract
This study aims to evaluate the implementation strategy of business ethics in social media marketing at Tasikmalaya Heart Hospital. Using a qualitative approach with a case study method, data were collected through in-depth interviews, observation, and documentation. Data analysis was conducted using Miles and Huberman's analysis technique, which includes data reduction, data display, and conclusion drawing, with data validity tested through technique triangulation. The results of the study show that Tasikmalaya Heart Hospital has implemented several ethical practices in social media, such as content checking before publication, data-based research, and the involvement of doctors to ensure content accuracy. The SWOT analysis identified the strengths, weaknesses, opportunities, and threats in the However hospital's social media marketing strategy. These findings place the hospital in quadrant I (high internal strengths and high external opportunities), indicating significant potential to optimize the marketing strategy by improving human resource quality, implementing cyber security SOPs, and utilizing CARDIAC values in all social media content. The study concludes that integrity, transparency, and ethics should form the foundation of social media marketing strategies, especially in the healthcare sector, to maintain public trust and credibility.
Keyword: Business Ethics; Social Media Marketing; Hospital; Healthcare; SWOT Analysis
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