The Role of Perceived Data Security as a Moderation of the Influence of Algorithmic Marketing on Patient Trust Recovery (Case Study at the Main Clinic of Tekad Medical Center)

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FORMOSA NEWS - Denpasar - Data-Driven Communication Restores Patient Trust in Digital Healthcare. Digital marketing strategies that rely on personalized data communication significantly restore patient trust while boosting perceived data security in modern healthcare services. This major finding comes from a 2026 study conducted by Komang Arya Adiputra, Komang Agus Rudi Indra Laksmana, and I Putu Parwata from Mahendradatta University. Published in the Formosa Journal of Computer and Information Science, the research offers crucial insights for medical providers navigating the delicate balance between digital innovation and patient privacy concerns.

The rapid digital transformation of healthcare has led clinics and hospitals to adopt tools like Electronic Medical Records (EMR), Customer Relationship Management (CRM) systems, and automated communication platforms. These technologies allow providers to send personalized appointment reminders, follow-up notifications, and health education directly to patients. However, collecting and processing sensitive medical data creates privacy risks, making patients hesitant to trust digital interactions. The research team at Mahendradatta University set out to investigate how automated, data-driven marketing affects patient trust recovery, particularly when privacy concerns arise.

The authors focused their investigation on a real-world case study at the Main Clinic of Tekad Medical Center. Management reports from the clinic revealed a 27.2% increase in patient complaints between 2023 and 2024, rising from 312 to 397 complaints. Most of these issues stemmed from the high frequency and personal nature of digital messages sent via the WhatsApp Business API, rather than the quality of physical medical care. Consequently, patient trust in the clinic's digital communication dropped from 82% to 70%.

To understand how clinics can recover lost confidence, the researchers surveyed 300 active patients who received digital communication from the clinic. Adiputra, Laksmana, and Parwata gathered quantitative responses using a structured 5-point scale and evaluated the data using Structural Equation Modeling-Partial Least Squares (SEM-PLS) on SmartPLS 4 software. This analytical model evaluated the direct impact of algorithmic marketing on trust recovery and data security perceptions, as well as the potential moderating effect of data security.

The empirical findings from the Mahendradatta University study demonstrate several key dynamics:

• Algorithmic Marketing Directly Restores Trust: Algorithmic marketing exerts a strong, positive effect on patient trust recovery ($\beta = 0.661$, $t = 9.093$). When automated communications are timely, relevant, and professional, patients view the effort as attentive care, which speeds up trust recovery after a service disruption.
  
• Data-Driven Outreach Strengthens Security Perceptions: Algorithmic marketing has a massive positive influence on perceived data security ($\beta = 0.876$, $t = 56.388$). Consistent and high-quality digital interactions signal to patients that the organization manages its digital infrastructure responsibly.
  
• Perceived Data Security Drives Trust: Patients' belief in the security of their data directly aids in restoring overall trust in the clinic ($\beta = 0.243$, $t = 3.433$).Security Functioning as a Standard Baseline: Contrary to expectations, perceived data security does not act as a moderating variable between algorithmic marketing and trust recovery ($\beta = -0.006$, $p = 0.808$). Instead of enhancing or weakening the impact of marketing efforts, strong data security acts as a mandatory baseline requirement that every patient expects.
  

Together, algorithmic marketing and perceived data security account for 78.8% of the total variance in patient trust recovery ($R^2 = 0.788$), demonstrating exceptional predictive power. These findings carry important implications for healthcare managers, digital marketers, and public policy makers. Medical organizations must invest in transparent privacy policies and comply with national data protection laws, such as Indonesia's Personal Data Protection Law No. 27 of 2022, while continuing to refine personalized patient communication. Clinics that deploy automated communication respectfully without overwhelming patients can successfully protect patient privacy while restoring organizational credibility.

Author Profiles
Komang Arya Adiputra, S.E. is a researcher in the Master of Innovation Management program at the Faculty of Economics and Business, Mahendradatta University, specializing in digital marketing, healthcare innovation management, and consumer behavior.
Komang Agus Rudi Indra Laksmana, S.E., M.M. is a faculty member in the Faculty of Economics and Business at Mahendradatta University, with expertise in strategic management and data-driven marketing systems.
Dr. I Putu Parwata, S.E., M.M. is a senior lecturer in the Master of Innovation Management program at Mahendradatta University, specializing in organizational behavior, innovation management, and SEM-PLS research methodologies.

Source
Komang Arya Adiputra, Komang Agus Rudi Indra Laksmana, I Putu Parwata. The Role of Perceived Data Security as a Moderation of the Influence of Algorithmic Marketing on Patient Trust Recovery (Case Study at the Main Clinic of Tekad Medical Center). Formosa Journal of Computer and Information Science (FJCIS), Vol. 5, No. 2, 2026, hal. 341–350
DOI: https://doi.org/10.55927/fjcis.v5i2.17144
URL: https://journal.formosapublisher.org/index.php/fjcis