Determinan Penggunaan Media Instagram Rumah Sakit Pada Pasien Rawat Jalan Rumah Sakit Baiturrahim Jambi Tahun 2026

Winda Putri Aprinanda, Yuli Prapancha Satar, samingan samingan

Abstract


Latar belakang: Pemanfaatan media sosial dalam pelayanan kesehatan menjadi strategi penting bagi rumah sakit dalam meningkatkan efektivitas komunikasi, edukasi, serta promosi layanan kepada masyarakat. Instagram sebagai media berbasis visual memiliki potensi besar dalam menyampaikan informasi layanan kesehatan secara cepat, menarik, dan interaktif. Namun, tingkat penggunaan media Instagram rumah sakit oleh pasien rawat jalan masih bervariasi dan dipengaruhi oleh berbagai faktor. Penelitian ini bertujuan untuk menganalisis determinan yang mempengaruhi penggunaan media Instagram Rumah Sakit Baiturrahim Jambi oleh pasien rawat jalan tahun 2026. Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan desain cross-sectional. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik accidental sampling. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan analisis univariat, bivariat dengan uji Chi-Square, serta analisis multivariat menggunakan regresi logistik berganda. Variabel independen dalam penelitian ini meliputi isi (konten), tampilan (visual), dan kejelasan informasi Instagram, sedangkan variabel dependen adalah penggunaan media Instagram rumah sakit oleh pasien rawat jalan. Hasil penelitian menunjukkan bahwa isi (konten), tampilan (visual), dan kejelasan informasi Instagram memiliki pengaruh terhadap penggunaan media Instagram rumah sakit oleh pasien rawat jalan. Variabel yang paling dominan mempengaruhi penggunaan Instagram rumah sakit adalah kejelasan Instagram pada media Instagram rumah sakit. Kesimpulan: Penggunaan media Instagram Rumah Sakit oleh pasien rawat jalan masih belum optimal. Kualitas tampilan visual yang baik belum sepenuhnya diikuti oleh kejelasan informasi dan kesesuaian konten. Peningkatan kualitas konten yang lebih spesifik, informatif, dan mudah dipahami diperlukan untuk meningkatkan pemanfaatan Instagram sebagai media komunikasi dan informasi layanan kesehatan. Konten yang informatif, tampilan yang menarik, serta informasi yang jelas mampu meningkatkan pemanfaatan Instagram sebagai sumber informasi pelayanan kesehatan

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DOI: https://doi.org/10.52643/marsi.v10i2.8245

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