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All Journal Communicatus: Jurnal Ilmu Komunikasi JMM (Jurnal Masyarakat Mandiri) Primanomics : Jurnal Ekonomi & Bisnis BALANCE Jurnal Akuntansi dan Bisnis Performance : Jurnal Bisnis dan Akuntansi Akuntoteknologi : Jurnal Ilmiah Akuntansi dan Teknologi Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi (JIMAT UMMI) JAMMI International Journal of Social Science, Education, Communication and Economics Husnayain Business Review JAKA (Jurnal Akuntansi, Keuangan dan Auditing) Expensive: Jurnal Akuntansi dan Keuangan Journal of Economics and Social Sciences The Es Economics and Entrepreneurship The Eastasouth Management and Business International Journal of Economics, Management and Accounting Surya : Jurnal Pengabdian Kepada Masyarakat JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan JPM International Journal of Law, Policy and Governance Adpebi International Journal of Multidisciplinary Sciences
Sudarma, Ade
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Journal : International Journal of Economics, Management and Accounting

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Analysis of the Effect of Memberly Card and Customer Experience on Customer Loyalty in Mediation by Customer Satisfaction (Case Study on Tasik Pharmacy in Sukabumi City) Rengga Gunawan, Alif; Sudarma, Ade; Siwiyanti, Leonita
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 9 (2025): February
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i9.237

Abstract

In the pharmaceutical industry, customer loyalty is a crucial factor for the sustainability of the pharmacy business. One strategy used to increase customer loyalty is to implement a Memberly Card membership program and provide a quality shopping experience (Customer Experience). However, there are still limitations in understanding how these two factors affect Customer Loyalty, especially considering the role of Customer Satisfaction as a mediating variable. This study aims to analyze the effect of Memberly Card and Customer Experience on Customer Loyalty, with Customer Satisfaction as a mediating variable. This study was conducted on customers of Apotek Tasik in Sukabumi City using a quantitative approach with a cross-sectional research design. The purposive sampling method was used to determine a sample consisting of 126 respondents, according to the Hair formula (2018). Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM). The results of the study indicate that Memberly Card has a positive and significant effect on Customer Satisfaction (β = 0.506; p = 0.012) and Customer Loyalty (β = 0.457; p = 0.016). Likewise, Customer Experience has a positive effect on Customer Satisfaction (β = 0.293; p = 0.036) and Customer Loyalty (β = 0.268; p = 0.033). In addition, Customer Satisfaction is proven to have a positive and significant effect on Customer Loyalty (β = 0.215; p = 0.027). These findings indicate that membership-based loyalty programs and positive customer experiences can increase customer satisfaction and loyalty to pharmacies. This study provides practical implications for pharmacy managers to improve loyalty programs and improve customer experience to strengthen customer loyalty. This study also enriches the literature on factors that influence Customer Loyalty in the pharmaceutical industry.
Co-Authors Acep Suherman Aeni, Silvia Akhmad, Jaenudin Alhidayatullah Andri Indrawan Anggraeni, Sherlyana Antony, Antony Balqista, Nur Prasida Candra Pertala, Erik Dine Meigawati Fauziah, Rossa Amalia Ferlina Sukma Syafitri Gatot Wahyu Nugroho Hamzah Hamzah Hartono Hartono Hendra Tanjung Himawan Pramulanto Idang Nurodin Irfan Sophan Himawan Ismet Ismatullah Lediyanti, Dila Leonita Siwiyanti Lusi Sawitri Maulida, Sofia Mayulida, Seny Muhammad Khairul Amal Muhammad Ridwansyah Nurni Arrina Lestari Nursiva, Halimah Pattanapokinsakul, Kanyapat Pertala, Erik Candra Putri, Julieta Amartya Rahmatullah, Irfan Rengga Gunawan, Alif Ria Estiana Santika, Fidea Sari, Rahayu Permata Sophan, Irfan Sri Rahayu, Anisa Sulistiana, Alivia Tina Kartini Zhafirah, Luthfiah