Health Application Marketers

Oct 13, 2025 by magicalceylontours.com 106 views

The Effect of E-Service Quality, Customer Value, and Trust in Purchasing Decisions in the Halodoc E-Health Application: A Case Study of the People of East Medan

Introduction

In today's digital age, the healthcare industry has witnessed a significant shift towards e-health applications, which offer convenient and accessible healthcare services to users. One such application is Halodoc, a popular e-health platform that provides a range of services, including online doctor consultations, medication delivery, and health monitoring. However, the success of such applications depends on various factors, including e-service quality, customer value, and trust. This study aims to explore the influence of these factors on the decision to purchase Halodoc e-health applications in the people of East Medan City.

Background

The use of e-health applications has become increasingly popular in recent years, with many users opting for convenient and accessible healthcare services. However, the success of such applications depends on various factors, including e-service quality, customer value, and trust. E-service quality refers to the quality of electronic services provided by the application, including ease of access, responsiveness, reliability, and security. Customer value, on the other hand, refers to the value felt by the customer, including easy access to health services, time savings, and costs. Trust is a key factor in the decision to purchase e-health applications, as users need to believe that the application can provide services that are safe, accurate, and guaranteed confidentiality.

Methodology

This study uses a causal associative method, with the population of the entire people of East Medan City that have or are still using Halodoc e-health applications. The number of samples used is 125 people selected by nonprobability sampling techniques and purposive sampling. Data collection is carried out through questionnaires and documentation studies. The data analysis method used is descriptive analysis and multiple linear regression.

Results

The results of this study show that simultaneously, e-service quality, customer value, and trust have a significant influence on the decision to purchase Halodoc e-health applications in the people of East Medan City. Partially, the variable e-service quality, customer value, and trust have a positive and significant influence on the decision to purchase the Halodoc e-health application in the people of East Medan City.

Deeper Analysis

These findings indicate that health applications such as Halodoc, which offers high-quality services, the value felt by customers, and building a sense of trust, can trigger purchasing decisions. The following is a more detailed explanation of the influence of each factor:

E-Service Quality

The quality of electronic services is the main factor that encourages the decision to purchase health applications. This is because health application users want services that are easily accessible, responsive, and reliable. For example, a fast online doctor consultation feature, ease of ordering drugs, and a safe payment system can increase user perception of service quality.

Customer Value

The value felt by the customer of health applications is very important. This value can be in the form of easy access to health services, time savings, and costs, as well as a sense of security and comfort in getting health services. Halodoc, which offers full features, competitive prices, and ease of access, can increase the value felt by the customer and encourage purchasing decisions.

Trust

Trust is a key factor in the decision to purchase health applications. Health application users need to believe that the application can provide services that are safe, accurate, and guaranteed confidentiality. This trust can be built through the reputation of both applications, user data security, and transparency of information provided.

Implications for Marketers of Health Applications

The results of this study have important implications for marketers of health applications. Marketers must pay attention to these three main factors to improve the purchasing decisions of health applications:

Increasing E-Service Quality

Marketers must focus on providing high-quality electronic services, including ease of access, responsiveness, reliability, and security.

Building Customer Value

Marketers must build values felt by customers by offering complete features, competitive prices, and ease of access.

Building Trust

Marketers must build trust by maintaining the reputation of both applications, ensuring user data security, and providing transparent information.

Conclusion

This study proves that the quality of electronic services, customer value, and trust has a significant influence on the decision to purchase health applications. Health application marketers need to pay attention to these three factors to increase opportunities for the success of their applications in the market. By providing high-quality services, building customer value, and establishing trust, marketers can improve the purchasing decisions of health applications and increase their market share.

Recommendations

Based on the findings of this study, the following recommendations are made:

Halodoc: Halodoc should focus on improving its e-service quality by providing easy access, responsiveness, reliability, and security.
Health Application Marketers: Marketers of health applications should pay attention to building customer value by offering complete features, competitive prices, and ease of access.
Healthcare Providers: Healthcare providers should establish trust by maintaining the reputation of both applications, ensuring user data security, and providing transparent information.

By following these recommendations, health application marketers can improve the purchasing decisions of health applications and increase their market share.
Frequently Asked Questions (FAQs) about the Effect of E-Service Quality, Customer Value, and Trust in Purchasing Decisions in the Halodoc E-Health Application

Q: What is the main factor that encourages the decision to purchase health applications?

A: The main factor that encourages the decision to purchase health applications is the quality of electronic services, including ease of access, responsiveness, reliability, and security.

Q: What is customer value, and how does it influence the decision to purchase health applications?

A: Customer value refers to the value felt by the customer, including easy access to health services, time savings, and costs, as well as a sense of security and comfort in getting health services. Customer value has a significant influence on the decision to purchase health applications.

Q: What is trust, and how does it influence the decision to purchase health applications?

A: Trust is a key factor in the decision to purchase health applications. Health application users need to believe that the application can provide services that are safe, accurate, and guaranteed confidentiality. Trust can be built through the reputation of both applications, user data security, and transparency of information provided.

Q: What are the implications of this study for marketers of health applications?

A: The results of this study have important implications for marketers of health applications. Marketers must pay attention to these three main factors to improve the purchasing decisions of health applications: increasing e-service quality, building customer value, and building trust.

Q: How can marketers increase e-service quality?

A: Marketers can increase e-service quality by providing easy access, responsiveness, reliability, and security. This can be achieved by investing in technology, training staff, and ensuring that the application is user-friendly.

Q: How can marketers build customer value?

A: Marketers can build customer value by offering complete features, competitive prices, and ease of access. This can be achieved by conducting market research, gathering feedback from customers, and making improvements to the application.

Q: How can marketers build trust?

A: Marketers can build trust by maintaining the reputation of both applications, ensuring user data security, and providing transparent information. This can be achieved by investing in data security, providing clear and concise information, and being transparent about the application's features and limitations.

Q: What are the benefits of improving e-service quality, building customer value, and building trust?

A: The benefits of improving e-service quality, building customer value, and building trust include increased customer satisfaction, loyalty, and retention. This can lead to increased revenue, market share, and competitiveness.

Q: How can healthcare providers establish trust with their customers?

A: Healthcare providers can establish trust with their customers by maintaining the reputation of both applications, ensuring user data security, and providing transparent information. This can be achieved by investing in data security, providing clear and concise information, and being transparent about the application's features and limitations.

Q: What are the limitations of this study?

A: The limitations of this study include the sample size, which was limited to 125 participants, and the fact that the study was conducted in a specific region (East Medan City). Future studies should aim to increase the sample size and conduct the study in multiple regions.

Q: What are the future directions for this research?

A: Future studies should aim to investigate the impact of e-service quality, customer value, and trust on the decision to purchase health applications in different regions and cultures. Additionally, future studies should aim to explore the role of other factors, such as social media and word-of-mouth, in influencing the decision to purchase health applications.