The Influence of Instagram Activity, Content Quality, and Information Credibility on Healthcare Service Selection Decisions Mediated by Patient Trust

Abstract

The rapid advancement of digital technology has transformed how patients seek health information and make healthcare decisions. Social media, particularly Instagram, has become an important platform for hospitals to communicate with the public and build patient trust. This study aims to analyze the effects of Instagram Activity, Digital Content Quality, and Health Information Credibility on Healthcare Service Selection Decisions, with Patient Trust as a mediating variable at Immanuel Hospital Bandung. A quantitative approach using a survey method was employed. The sample consisted of 326 patients and prospective patients who had followed or accessed the hospital’s official Instagram account, selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that Instagram Activity, Digital Content Quality, and Health Information Credibility positively and significantly affect Patient Trust, with Health Information Credibility having the strongest effect. Health Information Credibility and Patient Trust positively and significantly affect Healthcare Service Selection Decisions, while Instagram Activity and Digital Content Quality have no direct significant effects. Patient Trust fully mediates the effects of Instagram Activity and Digital Content Quality and partially mediates the effect of Health Information Credibility. The model explains 54.5% of Patient Trust and 54.4% of Healthcare Service Selection Decisions. Therefore, Immanuel Hospital Bandung should prioritize accurate, trustworthy, and evidence-based health information while strengthening Instagram engagement to enhance patient trust.