Developing Long-Term Relationships Through Home Visit Program As a Marketing Strategy For Indonesian Private Hospital

Abstract

This study was conducted with the aim to know the perception of hospital customer to home visit program conducted on hospital industry in Indonesia. The research tested two important aspects in the technology acceptance theory namely perceived usefulness and perceived ease of use taking into account level of customer trust into the research model. This theory is basically used to see how the pattern of acceptance of respondents to technology. The causality method is used in this study in order to provide an overview of what factors influence people's perceptions of accepting the home visit program. For validity of research instrument, the research uses product moment validity test and alpha Cronbach reliability test. To test the hypothesis, the research uses t test to see level of significance of each independent variable to dependent variable. At the final stage, the research uses path analysis through Sobel test to see whether variable of level of trust significantly become the intervening variable between independent variable to dependent variable either directly or indirectly

        The results indicate that home visit program not only is perceived provides usefulness but it also is perceived easy to implement. The two factors influence the level of trust and interest to give birth at hospital significantly. The findings show that the technology acceptance model (TAM) may also be used in health research, particularly on home visit program.