Studi Tentang Peran Citra Toko, Persepsi Harga, dan Kualitas Layanan Terhadap Loyalitas Pelanggan Apotek Kimia Farma di Surabaya
DOI:
https://doi.org/10.31004/joecy.v5i2.917Keywords:
Citra Toko, Persepsi Harga, Kualitas Pelayanan, Loyalitas Pelanggan, Apotek Kimia FarmaAbstract
Penelitian ini memiliki tujuan untuk mengevaluasi pengaruh citra toko, persepsi harga, dan kualitas layanan terhadap loyalitas pelanggan di Apotek Kimia Farma Surabaya. Metode survei digunakan dengan menyebar kuesioner kepada 100 pelanggan Apotek Kimia Farma di kota Surabaya. Pemilihan sampel dilakukan secara purposive sampling, dan analisis data dilakukan melalui teknik regresi linier berganda. Hasil dari penelitian ini mengindikasikan bahwa citra toko, persepsi harga, dan kualitas layanan memiliki pengaruh yang signifikan terhadap loyalitas pelanggan di Apotek Kimia Farma Surabaya. Penelitian ini mengungkap bahwa citra toko dan kualitas layanan menjadi penggerak utama dalam membentuk loyalitas pelanggan, menunjukkan bahwa persepsi positif terhadap citra dan pelayanan apotek berkontribusi pada pemeliharaan pelanggan. Implikasi manajerial dari penelitian ini memberikan arahan strategis bagi Apotek Kimia Farma di kota Surabaya. Mereka dapat meningkatkan citra toko dengan fokus pada promosi dan branding yang positif, sedangkan penguatan pada aspek kualitas layanan dapat dilakukan melalui pelatihan karyawan dan peningkatan efisiensi operasional. Pengelolaan persepsi harga menjadi kunci untuk meningkatkan daya tarik dan kepuasan pelanggan. Penelitian ini juga memberikan kontribusi teoritis dengan menyajikan pemahaman yang lebih luas mengenai berbagai aspek yang mempengaruhi loyalitas pelanggan di industri apotek. Dengan mengidentifikasi faktor-faktor yang berpengaruh terhadap loyalitas pelanggan, Apotek Kimia Farma di kota Surabaya dapat mengoptimalkan pengalaman pelanggan dan memperkuat hubungan jangka panjang dengan pelanggan.
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