The Influence of Brand Awareness, Trust, and Digital Marketing on Operational Decisions on Laser Vision Correction (LVC) SMILE (Small Incision Lenticule Extraction) Method

This study aims to analyze the effect of brand awareness, trust and digital marketing on the decision to do Laser Vision Correction (LVC) surgery using SMILE method in Indonesia. The population in this study were all Laser Vision Correction clinics in Indonesia along with all patients who came to the clinic for one year. The sample of this study was 112 people who had performed Laser Vision Correction surgery using the SMILE method. The sampling method used judgmental sampling. Data analysis method using Partial Least Square. The results of this study stated that brand awareness and trust were found to have a positive and significant effect whereas direct digital marketing found to have positive but not significant effect on the decision to do Laser Vision Correction surgery with the SMILE method in Indonesia.