Social media provides information about the entire world at any time and
allows consumers to engage in effective two-way interaction and communication.
Consumers gather information about companies or products via the internet, and
EWOM has emerged as an important tool. This study aims to analyze the use of
social media and electronic word of mouth (EWOM) on the intention to use dental
clinic service both directly and indirectly mediated by trust and brand image.
Research conducted in Yogyakarta involving 200 patients. Data obtained through
a questionnaire which then tested validity and reliability. Data were analyzed
using regression analysis with mediation. The result showed that social media
usage influences the intention to use dental clinic service directly or indirectly
mediated by trust. Electronic word of mouth influences the intention to use dental
clinic service both directly and indirectly mediated by trust and brand image. The
implications of findings of this research are relevant for managerial dental clinic
in developing marketing strategies. For academics, the findings are expected to
develop existing theories related to marketing and promotion strategies through
social media and electronic word of mouth.