Pengaruh Kualitas Pelayanan, Harga, dan Kepuasan Terhadap Loyalitas Pelanggan pada Apotek Pondok Sehat Lumajang

Abstract

This research aims to analyze the influence of price, service quality, and satisfaction on customer loyalty at Apotek Pondok Sehat Lumajang. This research was conducted because Pondok Sehat Lumajang Pharmacy is one of the leading pharmacies in the city of Lumajang which has been serving the community for many years. As part of a competitive pharmaceutical industry, this pharmacy faces challenges to maintain and increase customer loyalty. In order to continue to exist and be successful in a competitive environment, Pondok Sehat Lumajang Pharmacy needs to understand the factors that influence their customer loyalty. The method used in this study is a quantitative method. Determination of the sample in this study using a non-probability sampling method with purposive sampling technique which then resulted in a total sample of 60 respondents. Respondent criteria in this study were Pondok Sehat Lumajang Pharmacy customers. The analytical tools used in this study were reliability validity test, multiple linear analysis, classic assumption test, t test, and the coefficient of determination which were processed using the SPSS application. The results of this study explain that service quality and satisfaction affect customer loyalty. However, price has no effect on customer loyalty at Pondok Sehat Lumajang Pharmacy.