Pengaruh Kualitas Pelayanan dan Kepuasan Pelanggan terhadap Niat Beli Obat di Depo Farmasi Anggrek RSUP Dr. Hasan Sadikin, Bandung - Pratiwi Pratiwi; Ahmad Muhtadi; Emma Surahman (Universitas Padjadjaran, 2016)
Kualitas pelayanan dengan dimensi bukti langsung, daya tanggap, kehandalan jaminan, dan empati dapat memengaruhi kepuasan pelanggan yang selanjutnya berujung pada niat membeli pelanggan. Berdasarkan laporan bulanan instalasi farmasi hanya sekitar 30% pasien yang membeli obat di depo farmasi Anggrek dari pasien yang berkunjung ke Poliklinik Spesialis Anggrek RSUP Dr. Hasan Sadikin. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan kepuasan pelanggan terhadap niat beli pelanggan di depo farmasi Anggrek RSHS. Metode yang digunakan adalah metode survei analitik dengan rancangan penelitian potong lintang. Sampel yang digunakan sebanyak 200 pasien yang terdiri dari 104 pelanggan dengan lebih dari satu kali kunjungan dan 96 pelanggan yang satu kali kunjungan ke poliklinik tersebut. Pengumpulan data menggunakan kuesioner dan dianalisis menggunakan aplikasi Smart PLS V 2.0. Kualitas pelayanan berpengaruh terhadap kepuasan pelanggan dengan dengan nilai t-hitung 12,755 (lebih besar dari t tabel 1,983). Kepuasan pelanggan berpengaruh terhadap niat beli dengan nilai t-hitung 5,012 (lebih besar dari t tabel 1,983). Kualitas pelayanan berpengaruh terhadap niat beli dengan nilai t-hitung 1,455 (lebih kecil dari t tabel 1,983). Kualitas pelayanan memengaruhi pelanggan sehingga pelanggan tidak berniat membeli obat di depo farmasi yaitu ketidakteresediaan konseling, waktu tunggu yang lama, kebutuhan akan ruang konseling khusus, ruang tunggu yang luas, dan kelengkapan obat.Kata kunci: Kepuasan pelanggan, kualitas pelayanan, niat beli Influence Service Quality and Customer Satisfaction towards Drug Purchase Intention in Anggrek Outpatient Pharmacy Depo at Hasan Sadikin Hospital The quality of service is an evaluation which focused on customer’s awareness about a structural construction of a service or product that involves 5 main aspects which are tangibility, empathy, responsiveness, reliability and assurance. Based on monthly reports of pharmacy installation only about 30% of patients buy drugs in the Anggrek out patient depo out off patients visiting Anggrek out patient specialist clinic in Dr. Hasan Sadikin Hospital. The aim of this study is to determine the effect of service quality and customer satisfaction to purchase intention in the Anggrek out patient depo Hasan Sadikin hospital at Bandung. The method used in this study is analytical survey with cross sectional design. The samples used were 200 patients, consist of 104 customers who have visited more than one times and 96 first visit costumer to this clinic. Data was collected using a questionnaire and analyzed using Smart PLS V 2.0 software. The results of this study showed that the service quality with tangible dimensions, reliability, responsiveness, assurance, and empathy are affecting the customer satisfaction with a score of 12.755 t-count (greater than t-table 1.983 ) and a positive value of the original sample of 0.800. Customer satisfaction affecting the customer purchase intentions with t-count is greater than t-table values of 5.012 and 0.726 of the original positive sample. While the service quality does not directly influence customer purchase intention with the t-test is smaller than t-table is 1.455 and the negative of the original sample -0.287. Some of service quality influence customers that causes not purchasing drugs from the out patient depo there are effect of unavailability of counseling, long waiting time of service, the need for special counseling room, a spacious waiting room, and the completeness of drug availability.Key words: Customer satisfaction, purchase intention, quality of service