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Journal : Jurnal Kesehatan Komunitas

PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DI APOTEK DENGAN LAYANAN DOKTER KELUARGA Putri, Natalia Christiani; Fristiohady, Adryan; Ruslin, Ruslin; Wahyuni, Wahyuni; Akib, Nur Illiyyin
Jurnal Kesehatan Komunitas Vol 11 No 2 (2025): Jurnal Kesehatan Komunitas
Publisher : LPPM Hang Tuah Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25311/keskom.Vol11.Iss2.2198

Abstract

The continuous growth in the number of pharmacies in Kendari City has intensified competition in this business sector. In such a competitive landscape, brand image and service quality become crucial factors influencing consumer preferences when choosing a pharmacy. Apotek PS, which has been serving the Kendari community for over a decade, is recognized for its strong brand reputation and reliable service standards. This study aims to explore the impact of brand image and service quality on customer loyalty at Apotek PS. Data were collected through a Google Form-based questionnaire completed by 100 customers who had visited at least twice. The collected data were then analyzed using descriptive statistical methods and the Structural Equation Modeling (SEM) approach with the assistance of SmartPLS software. The findings of this study confirm that both brand image and service quality contribute positively and significantly to customer loyalty. Together, these two variables account for 78.4% (indicating a strong influence) of customer loyalty, with a Q-squared value of 0.772, signifying a high level of predictive accuracy. Furthermore, the PLS model evaluation demonstrates an acceptable level of model fit. Based on the Cross-validated Predictive Ability Test, the PLS model exhibits a higher predictive accuracy than the IA and LM models, leading to the conclusion that the PLS model performs better in predicting customer loyalty.
Co-Authors Agustina, Ikra Amaliah, Wa Ode Fitri Andini Sundowo Andriani, Rina Arba, Muh. Arba, Muhammad Arfan Arfan Asasutjarit, Rathapon Asnani Asnani Aspadiah, Vica Aspadiah, Vica Aspadiah Asrul Sani Asrul Sani, Asrul Ayu Wulandari Bafadal, Mentarry Baharum, Syarul Nataqain Baru Sadarun Cicilia, Retno Daud, Nur Saadah Fadhliyah Malik Firdayanti, Firdayanti Fitrawan, La Ode Muhammad Fusvita, Angriani Gobel, Sri Yunanci Van Gusti Ayu Kade Sutariati Hariana Harnita, Wa Ode Haruna, Lidya A. Haruna, Lidya Agriningsih Hasan, Fonnie Esther Haslianti Haslianti, Haslianti Hasnawati Idin, Sahidin Idrus, Loly Subhiaty Ilyas Y, Muhammad Indalifiany, Astrid Irnawati Irnawati Irnawati Jabbar, Asriullah Jumadil Kardin, Laode Kasmawati, Henny Kirana, Rezky Marwah Kuncoro, Shienny Magdalena Magdalena Malaka, Muh. Hajrul Malaka, Muhammad Hajrul Mirawanti G, Wa Ode Mugiarno, Dita Oktavianti Muhammad Isrul Munasari, Dian Musdalipah Musdalipah, Musdalipah Muzuni, Muzuni Naimah Naimah NASRUDIN Nisi, Hairul Nur Illiyyin Akib Nuralifah Nuralifah, Nuralifah Nurcahyani, Fitria Nurpajriani, Nurpajriani Parrung, Arsyani Pascayantri, Asniar Purnama, La O. M. J. Purnama, La Ode Muh. Julian Purnama, La Ode Muhammad Julian Puspita Sari Putri, Natalia Christiani RAHMAT MULIADI, RAHMAT Rahmatika, Nur S. Ramadhani, Rizky Barkah Reni Yunus, Reni Rudi Kusuma, Nyoman Ruslin Ruslin, Ruslin Sahidin Sahidin . Sahidin, Idin Saputri, Ulan Mulyani Sarah Saranani, Muhammad Aqsal Azriel Fajar Saranani, Selpirahmawati Saripuddin Solly Aryza Solo, Dian Munasari Syukur, Novita Sari Tien Tien WAHYUNI wahyuni wahyuni Yodha, Agung W. M. Yodha, Agung Wibawa Mahatva Zubaydah, Wa Ode Sitti