Marketing 4.0 on Customer Satisfaction and Repurchase Intention: The Mediating Role of Perceived Value in Indonesian Hospitals Industry

Abstrakt

The digital era has driven a significant transformation in marketing strategies across various sectors, including healthcare. Marketing 4.0 introduces an approach that integrates digital and human-centric dimensions, emphasizing interactivity and customer experience. This study examines the influence of branding elements in Marketing 4.0, namely Brand Identity, Brand Image, Brand Integrity, and Brand Interaction on Customer Satisfaction and Repurchase Intention with Perceived Value as a mediating variable in the hospital industry in Indonesia. This study used a quantitative approach with a survey method of 282 respondents, and the analysis was carried out using Covariance-Based Structural Equation Modeling (CB-SEM) through AMOS software. The results of the analysis show that all branding elements have a positive and significant effect on Customer Satisfaction and Perceived Value. Furthermore, Perceived Value has been proven to significantly mediate the influence of branding elements on Customer Satisfaction and Repurchase Intention. In addition, Customer Satisfaction and Perceived Value directly increase Repurchase Intent. These findings reinforce the validity of the Marketing 4.0 framework in the healthcare sector and underscore the importance of building authentic, consistent, and valuable brand experiences for patients. Theoretically, this study contributes to the literature on strategic marketing in services, especially digital-based hospitals. In practical terms, the results of this study provide managerial implications for hospitals in designing holistic and integrated marketing strategies to increase patient loyalty amid competitive market dynamics.