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
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. Syakir Media Press.
Argaw, S. T., Bempong, N. E., Eshaya-Chauvin, B., & Flahault, A. (2019). The state of research on cyberattacks against hospitals and available best practice recommendations: A scoping review. Dalam BMC Medical Informatics and Decision Making (Vol. 19, Nomor 1). BioMed Central Ltd. https://doi.org/10.1186/s12911-018-0724-5
Burhan, L., & Sulistiadi, W. (2022). OPTIMALISASI STRATEGI DIGITAL MARKETING BAGI RUMAH SAKIT. BRANDING: Jurnal Manajemen dan Bisnis.
Dewi, R. S. (2020). Business Ethics Pada PT Control Systems Arena Para Nusa. Jurnal Ekonomi dan Sistem Informasi, 1(1), 378–391.
Hariyanto, A. A. R., Purwaamijaya, B. M., & Hermawan, A. (2024). The Effect of Social Media Marketing Instagram and Price on Purchasing Decisions @Rumahbatik.Palbatu. Indonesian Journal of Digital Business, 4(1), 26–36.
Lavidya, V., Apriliana, P. S., & Hanum, K. Z. (2023). PERAN BUDAYA PERUSAHAAN DALAM PEMBENTUKAN CITRA PERUSAHAAN DAN KINERJA KARYAWAN PADA PERUSAHAAN MULTINASIONAL. Multidiciplinary Scientific Journal.
Mardiati, S., & Achadi, A. (2022). PENGARUH DIGITAL MARKETING TERHADAP KUNJUNGAN PASIEN BARU DI RUMAH SAKIT: STUDI SYSTEMATIC REVIEW. Jurnal Ilmiah Indonesia, 7(12).
Muhajir, M., Akib, H., & Niswaty, R. (2023). Transformasi Digital Pada Rumah Sakit Umum Daerah Prof.dr.H.M. Anwar Makkatutu Kabupaten Bantaeng. Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat, 3(1), 129–139. https://doi.org/10.25008/altifani.v3i1.327
Nahru, G., & Lestari, Y. D. (2023). Dukungan Digital Transformation Pada Daya Saing PT Pembangkitan Jawa Bali Services. 8(8). https://doi.org/10.36418/syntax-literate.v6i6
Oktaviani, E., Asrinur, Prakoso, A. W. I., & Madiisriyatno, H. (2023). TRANSFORMASI DIGITAL DAN STRATEGI MANAJEMEN. Oikos-Nomos: JURNAL KAJIAN EKONOMI DAN BISNIS, 16(1), 16–26.
Purwaamijaya, B. M., Herdiana, O., Prehanto, A., Maesaroh, S. S., & Guntara, R. G. (2022). Pelatihan Optimalisasi Pemasaran Produk UMKM Melalui Sosial Media Tiktok. JURNAL ILMIAH PENGABDIAN DAN INOVASI, 1(2), 133–140.
Sugiyono. (2022). Metode Penelitian Kualitatif. Alfabeta.
Syahwali, A. J., Piwari, B., Prabowo, A., & Sutabri, T. (2023). Transformasi Digital Untuk Pengembangan Pelayanan Kesehatan di Rumah Saki. Indonesian Journal of Multidiciplinary, 1(5), 1770–1777.
UU No 44/2009 Pasal 30 Ayat (1) Huruf G. (t.t.).
Wheelen, T. L., Hunger, J. D., Hoffman, A. N., & Bamford, C. E. (2018). Strategic Management and Business Policy. Pearson.
Wijayanto, H., & Harsadi, P. (2021). Transformasi Digital.
Yunti, A. P. (2018). Analisis Penerapan Etika Bisnis Terhadap Penggunaan Facebook Ads. Festival Riset Ilmiah Manajemen & Akuntansi, 806–812.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Digital Business and Entrepreneurship Journal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Digital Business and Entrepreneurship Journal allow reuse and remixing of its content, in accordance with a CC BY-SA 4.0 which follow international Lisence. This license lets others to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material, for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
