https://syntificpublisher.com/index.php/diversity <p><strong>DIVERSITY Logic Journal Multidisciplinary </strong>is an international journal with double-blind peer-review, we only publish articles that have never been published in the previous journal or articles that submit and considered by other journal.</p> SYNTIFIC en-US DIVERSITY Logic Journal Multidisciplinary 2988-571X https://syntificpublisher.com/index.php/diversity/article/view/145 <p><strong>Background. </strong>School website utilization is an important issue in the context of education in the digital era.</p> <p><strong>Research Purpose. </strong>The purpose of this study is to analyze the school website as a digital tool for school and community relations based on the UTAUT (Unified Theory of Acceptance and Use of Technology) theory.</p> <p><strong>Research Method. </strong>This type of research was a quantitative approach with a descriptive survey design. The research variables consist of UTAUT independent variables, namely performance expectancy, effort expectancy, social influence, &amp; facilitating conditions. At the same time, the dependent variable is user demographics and satisfaction with the school website. Research January-May 2024 in several schools in Gresik by involving school employees and citizens who use the school websites of school students in Gresik. The number of respondents was 100 people, with a multiple logistic regression analysis.</p> <p><strong>Findings. </strong>The UTAUT model has a significant influence on school website utilization. Performance expectancy and facilitating conditions proved to be strong predictors of school website utilization. Effort expectancy and social influence did not show a significant influence on school website utilization in this model. Demographic variables such as age and experience also showed no significant influence on school website utilization. However, gender showed a significant influence, with female respondents tending to utilize school websites more frequently than male respondents.</p> <p><strong>Conclusion.</strong> Expected performance and facilitating conditions are key factors that influence school website utilization. Schools still need to consider effort and social influence aspects in their website development strategy.</p> Sri Sundari Nor Azizah Ali Copyright (c) 2026 DIVERSITY Logic Journal Multidisciplinary https://creativecommons.org/licenses/by-sa/4.0 2026-05-12 2026-05-12 4 1 1 9 10.61543/div.v4i1.145 https://syntificpublisher.com/index.php/diversity/article/view/168 <p><strong>Background. </strong>Hospital marketing management has shifted significantly in the digital era, particularly after the COVID-19 pandemic, where patients increasingly rely on online information, social media credibility, and digital trust before choosing healthcare services. However, previous studies predominantly focused on traditional hospital marketing dimensions such as service quality, satisfaction, and brand image, while limited research integrates predictive artificial intelligence (AI)-based communication with patient digital trust and behavioral engagement.</p> <p><strong>Research Purpose. </strong>This study aimed to analyze the influence of AI-driven marketing communication, digital trust, electronic word-of-mouth (e-WOM), and perceived personalization on patient engagement and hospital service selection intention.</p> <p><strong>Research Method. </strong>A quantitative cross-sectional design was conducted involving 420 respondents from urban healthcare consumers in Indonesia, selected using purposive sampling. Instrument of AI-Driven Communication, Electronic Word-of-Mouth (e-WOM), Personalized Digital Communication, Patient Engagement, Digital Trust, Hospital Selection Intention, and Patient Loyalty using structured questionnaires. Data were analyzed using Structural Equation Modeling (SEM-PLS).</p> <p><strong>Findings. </strong>AI-driven communication significantly affects digital trust (? = 0.681; p &lt; 0.001), while digital trust strongly influences patient engagement (? = 0.592; p &lt; 0.001). Furthermore, patient engagement mediates the relationship between e-WOM and hospital selection intention. Personalized digital communication also demonstrated a significant positive effect on patient loyalty.</p> <p><strong>Conclusion.</strong> Introducing an integrated predictive digital marketing framework in hospital management and practically by offering strategic insights for hospital administrators to optimize AI-based patient-centered marketing systems. Future hospital competitiveness increasingly depends on digital trust ecosystems and intelligent communication strategies.</p> Nur Farida Siti Nur Qomariah Khairul Azmi Abd Kadir Copyright (c) 2026 DIVERSITY Logic Journal Multidisciplinary https://creativecommons.org/licenses/by-sa/4.0 2026-05-27 2026-05-27 4 1 10 18 10.61543/div.v4i1.168