Pengaruh Pesan Kampanye dan Celebrity Endorser terhadap Tingkat Kepercayaan Pasien Pra Operatif Lasik (Studi pada followers Instagram @lasikindonesia)

Abstract

The development of digital technology and the growing use of social media have transformed how people seek and trust health information. Instagram has become one of the most effective platforms for disseminating health campaign messages, including promotional content for Lasik eye surgery services. This study aims to analyze the influence of campaign messages and celebrity endorsers on the level of trust among pre-operative Lasik patients who follow the Instagram account @lasikindonesia. The research employed a positivist paradigm with a quantitative explanatory approach. Data were collected through an online questionnaire distributed to followers selected using purposive sampling based on specific activity criteria. Multiple linear regression analysis was applied to examine the relationships among variables. The findings indicate that the regression model meets the BLUE (Best Linear Unbiased Estimator) criteria and is suitable for hypothesis testing. However, both campaign messages and celebrity endorsers do not have a direct significant effect on patients’ trust before undergoing Lasik surgery. Patient trust is primarily influenced by other fundamental factors, such as service reputation, medical evidence, and authentic testimonials. Nevertheless, both variables play an indirect role in shaping positive perceptions when the campaign message is informative and supported by credible public figures. This study highlights the importance of health communication strategies that focus on building trust through educational campaign messages and the use of relevant, credible celebrity endorsers.