THE INFLUENCE OF SOCIAL AND CULTURAL FACTORS AS THE BASIS FOR DECISION-MAKING IN SELECTING PHYSIOTHERAPY SERVICES THROUGH POSITIVE EMOTIONAL STIMULI

Abstract

The decision to choose physiotherapy services is influenced by various factors, including social and cultural factors. These factors shape an individual's perception and preference for healthcare services, which can be further influenced by positive emotional stimuli. This study aims to analyze the influence of social and cultural factors as the basis for decision-making in selecting physiotherapy services through positive emotional stimuli. The research employs a quantitative approach, utilizing a survey involving respondents who have used or are currently using physiotherapy services. Data were collected through a questionnaire and analyzed using inferential statistical methods to examine the relationship between social factors, cultural factors, positive emotional stimuli, and the decision to choose physiotherapy services. The results indicate that social factors, such as recommendations from family and friends, and cultural factors, such as values and beliefs regarding traditional and modern treatments, significantly influence the decision to choose physiotherapy services. Additionally, positive emotional stimuli, such as a sense of comfort and trust in physiotherapists, strengthen the relationship between social and cultural factors and decision-making. Therefore, understanding social and cultural factors and implementing strategies that foster positive emotional experiences can be effective steps in enhancing the acceptance and preference for physiotherapy services.