Communication Dynamics on WhatsApp Business and Their Impact on Patient Purchase Intention: An SEM–PLS Study (Case study from Edelweiss Hospital Bandung – Indonesia)

Iman Sulaeman

doi:10.55927/ajma.v5i2.15861

Authors

Iman Sulaeman Telkom University

DOI:

https://doi.org/10.55927/ajma.v5i2.15861

Keywords:

Whatsapp Business, Digital Healthcare Communication, Perceived Trust, Perceived Value, Purchase Intention

Abstract

This study investigates how three communication stimuli on WhatsApp Business visibility, interactivity, and authenticity affect purchase intention toward Edelweiss Hospital, with perceived value and perceived trust as mediating variables. A quantitative survey was conducted with 480 respondents who had interacted with Edelweiss Hospital through WhatsApp Business. Data were analyzed using Partial Least Squares Structural Equation Modeling (SEM–PLS). The results show that interactivity is the strongest predictor of perceived value, while authenticity is the main driver of perceived trust. Visibility shows a dual pattern: it increases perceived value but reduces trust and, through trust, weakens purchase intention. Perceived trust emerges as the strongest determinant of purchase intention, followed by perceived value. The findings extend the Stimulus Organism Response (S–O–R) framework into the digital healthcare context and offer practical guidance for hospitals on how to design and manage WhatsApp Business communication that truly supports patient decision-making.

Downloads

Download data is not yet available.

References

Ariestya, V., Widyastuti, P.: Digital communication effectiveness and its impact on customer intention in the healthcare sector. Proceedings of IEEE ICT for Smart Society (2021).

Adwan, A., et al.: Applications of S-O-R and para-social interactions (PSI) in mobile instant messaging. Journal of Marketing Analytics (2020).

Ajzen, I.: The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2), 179–211 (1991).

Chae, B., et al.: Consumers' purchase intentions in social commerce: The role of social support and trust. Information Technology & People (2023).

Eroglu, S.A., Machleit, K.A., Davis, L.M.: Atmospheric qualities of online retailing: A S-O-R framework. Journal of Business Research 54(2), 177–184 (2001).

Falah, M.D.I., Indrawan, M.R.A., Bhirowo, B.H.: Pengaruh brand trust dan perceived value terhadap purchase intention melalui brand preference. Jurnal Value (2022).

Falah, M.D.I., Indrawan, M.R.A., Bhirowo, B.H.: Customer intentions toward the adoption of WhatsApp chatbots for travel services. Journal of Hospitality and Tourism Technology (2025).

Fandy, T., Chandra, G.: Service, Quality & Satisfaction, 4th edn. Andi, Yogyakarta (2016).

Fathurrahman, M., Fauzi, A.: The influence of perceived value and trust on purchase intention in mobile commerce. Indonesian Journal of Business and Entrepreneurship (2021).

Febriyanti, R., et al.: The effect of lifestyle, consumer trust, and perceived value on thrift shop purchase intention in Sidoarjo. Airlangga Journal of Innovation and Management (2023).

Fishbein, M., Ajzen, I.: Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA (1975).

Gefen, D., Karahanna, E., Straub, D.W.: Trust and TAM in online shopping: An integrated model. MIS Quarterly 27(1), 51–90 (2003).

Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M.: A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd edn. Sage Publications, Thousand Oaks, CA (2022).

Indrawati.: Metode Penelitian Manajemen dan Bisnis: Konvergensi Teknologi Komunikasi dan Informasi. PT Refika Aditama, Bandung (2017).

Indrawati.: Komunikasi Pemasaran Digital: Konsep, Strategi, Kasus, dan Penelitian. PT Refika Aditama, Bandung (2020).

Jacoby, J.: Stimulus–Organism–Response reconsidered: An evolutionary step in modeling consumer behavior. Journal of Consumer Psychology 12(1), 51–57 (2002).

Kakkar, M., et al.: Investigating the impact of quality, technology and trust on customers’ purchase intention and word-of-mouth in s-commerce. Aslib Journal of Information Management (2025).

Kawet, O., Pangemanan, S.S., Tumiwa, J.: Analyzing the effect of perceived value and trust on purchase intention (case study of Zalora). Jurnal EMBA (2017).

Kotler, P., Keller, K.L.: Marketing Management, 15th edn. Pearson Education, London (2016).

Kriyantono, R.: Teknik Praktis Riset Komunikasi. Kencana, Jakarta (2012).

Lipschultz, J.H.: Social Media Communication: Concepts, Practices, Data, Law and Ethics, 2nd edn. Routledge, New York (2020).

Lupiyoadi, R.: Manajemen Pemasaran Jasa. Salemba Empat, Jakarta (2014).

McQuail, D.: McQuail’s Mass Communication Theory, 6th edn. Sage Publications, London (2010).

Mehrabian, A., Russell, J.A.: An Approach to Environmental Psychology. MIT Press, Cambridge, MA (1974).

Morissan, M.A.: Periklanan: Komunikasi Pemasaran Terpadu. Kencana, Jakarta (2014).

Morgan, R.M., Hunt, S.D.: The commitment–trust theory of relationship marketing. Journal of Marketing 58(3), 20–38 (1994).

Nafisyah, U., Marsasi, E.G.: The role of perceived value and perceived trust to optimize repeat purchase intention based on mean–end chain theory in Generations Y and Z. Jurnal Pamator (2023).

Prabowo, H., Nugroho, Y.: Consumer engagement in social media marketing: The role of content quality and interaction. International Journal of Advanced Computer Science and Applications (2019).

Puspitasari, R.P., Irawati, Z.: Trust sebagai variabel mediasi dari e-WOM dan perceived value terhadap purchase intention handphone di Shopee. Jurnal Lentera Bisnis (2024).

Rafsandjani, R.F.: Analyzing the effect of trust and perceived value on purchase intention (case study of Shopee). Management and Economics Journal (2018).

Rafsandjani, R.F.: Analyzing the effect of trust and perceived value on purchase intention (case study of Shopee). Management and Economics Journal (2023).

Sangadji, E.M., Sopiah.: Consumer Behavior. Andi, Yogyakarta (2013).

Schiffman, L.G., Wisenblit, J.: Consumer Behavior, 11th edn. Pearson Education, London (2015).

Sari, D.P., et al.: The impact of digital service quality on customer satisfaction in online platforms. Journal of Theoretical and Applied Information Technology (2020).

Sugiyono.: Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta, Bandung (2017).

Sukmaningtyas, H.N., Maharani, B.D., Ningrum, N.K.: Pengaruh perceived price dan trust terhadap purchase intention melalui perceived value sebagai variabel intervening pada produk sunscreen Azarine. Dynamic Management Journal (2023).

Strauss, J., Frost, R.: E-Marketing, 7th edn. Pearson Education, New York (2014).

Umar, H.: Metode Penelitian untuk Skripsi & Tesis Bisnis. Rajawali Pers, Jakarta (2014).

Waheed, A., et al.: Effect of mobile social apps on consumers’ purchase attitude: Role of trust and technological factors in developing nations. SAGE Open (2021).

Wang, Z., Zhou, M., Zhou, B.: How do fresh live broadcasts impact consumers’ purchase intention? Based on the S-O-R theory. Sustainability (2022).

Wiyata, W.: Customers’ trust transferability in social commerce and its impact on perceived risk and purchase intention. Indonesian Journal of Social Science Research (2023).

Yang, X., et al.: Purchase intention in agricultural products live-streaming: The role of perceived value and trust. Springer (2023).