MEMPEROLEH LOYALITAS PELANGGAN DI RITEL FARMASI (APOTEK K-24) MELALUI KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN
DOI:
https://doi.org/10.56244/manners.v7i1.796Kata Kunci:
Apotek, loyalitas pelanggan, kepuasan pelanggan, kualitas pelayananAbstrak
ABSTRAKKepuasan dan loyalitas pelanggan (pasien) dianggap sebagai salah satu hasil yang disukai dalampelayanan kesehatan karena berhubungan langsung dengan penggunaan kembali layanan kesehatanserta keberhasilan dan keberlanjutan fasilitas pelayanan kesehatan. Tujuan dari penelitian ini adalahmenguji pengaruh kualitas pelayanan yang diberikan oleh Apoteker di K-24 terhadap kepuasanpelanggan terhadap loyalitas pelanggan. Secara metodologi, penelitian ini dirancang menggunakankuesioner cross-sectional untuk mengumpulkan data pasien rawat jalan dipilih secara simple randomsampling. Metode analisis data yang digunakan untuk menguji Hipotesis yang diajukan adalah PartialLeast Square-Structural Equation Modeling (PLS-SEM). Pada akhirnya, penelitian ini menemukansekaligus membuktikan bahwa kualitas pelayanan, melalui dimensi komunikasi dan sikap, lamapelayanan, lingkungan apotek, dan penyediaan obat, dapat mempengaruhi kepuasan pelanggan (? =0.694, T-Value = 17.972, P-Value = 0.000) dan loyalitas pelangga (? = 0.577, T-Value = 10.266, PValue = 0.000) secara positif dan signifikan. Dengan hasil tersebut penelitian ini mengimplikasikanbahwa kualitas pelayanan adalah prediktor dari kepuasan dan loyalitas. Sehingga, penelitian inimenyarankan agar Apotek K-24 terus meningkatkan kualitas pelayanan mereka.Kata kunci: Apotek, loyalitas pelanggan, kepuasan pelanggan, kualitas pelayananUnduhan
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