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All Journal Jurnal Kesehatan Komunitas Jurnal Mandala Pharmacon Indonesia
Putri, Natalia Christiani
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Medicine & Pharmacology Public Health

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Pengaruh Brand Image dan Kualitas Pelayanan Terhadap Loyalitas Konsumen di Apotek X Putri, Natalia Christiani; Ruslin, Ruslin; Sahidin, Sahidin; Arba, Muhammad; Irnawati, Irnawati; Wahyuni, Wahyuni; Akib, Nur Illiyyin; Fristiohady, Adryan
Jurnal Mandala Pharmacon Indonesia Vol. 11 No. 1 (2025): Jurnal Mandala Pharmacon Indonesia
Publisher : Program Studi Farmasi Universitas Mandala Waluya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35311/jmpi.v11i1.694

Abstract

Perkembangan jumlah apotek di Kota Kendari yang semakin bertambah menyebabkan persaingan bisnis apotek semakin ketat, dengan banyak apotek yang saling berlomba untuk menarik pelanggan. Dalam konteks ini, brand image dan kualitas pelayanan menjadi aspek krusial yang bisa memengaruhi keputusan konsumen ketika memilih apotek. Apotek X sebagai salah satu apotek yang telah lama beroperasi di Kota Kendari tentunya memiliki brand image dan standar kualitas pelayanan. Tujuan penelitian ini berfokus guna memahami pengaruh brand image dan kualitas pelayanan terhadap loyalitas pelanggan di Apotek X Kota Kendari. Sampel penelitian sebanyak 100 partisipan merupakan pelanggan yang sudah membeli produk obat di Apotek X minimal dua kali. Metode pengambilan sampel yakni purposive sampling. Skala yang dimanfaatkan penelitian ini ialah skala likert. Teknik analisis data memanfaatkan analisis deskriptif dan SEM PLS yang disusun dengan bantuan software Smart PLS 4.0. Simpulan penelitian ini menegaskan bahwasanya variabel baik brand image maupun kualitas pelayanan berpengaruh positif dan substansial pada loyalitas pelanggan.
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 Arba, Muhammad Fristiohady, Adryan Irnawati Irnawati Nur Illiyyin Akib Ruslin, Ruslin Sahidin . wahyuni wahyuni