PENGARUH KUALITAS SARANA PRASARANA DAN PELAYANAN KEFARMASIAN DALAM MENINGKATKAN LOYALITAS PELANGGAN DI APOTEK SEHATI JABABEKA

Abstract

ABSTRACT

The dynamic competition in health retail demands pharmacy managers to improve the quality of customer experience through the provision of physical facilities and the quality of pharmaceutical interactions. This study aimed to analyze the effects of facility quality and pharmaceutical services on customer loyalty at Sehati Jababeka Pharmacy, so that the results can provide an empirical basis for facility evaluation and the development of strategies to maintain customer loyalty. A quantitative analytical correlational approach with a cross-sectional design was applied to 96 respondents recruited through purposive sampling based on a margin of error of 10% from the monthly population. Data from a Likert-scale questionnaire were processed using multiple linear regression testing on SPSS version 26 software. The test results proved that pharmaceutical services made a positive and significant contribution to customer loyalty (B = 0.380; p < 0.001), whereas facility quality did not show a significant partial effect (B = 0.244; p = 0.090). Nevertheless, simultaneously, both variables significantly affected customer loyalty (F = 26.950; p < 0.001) with an R-squared value of 0.367. These findings indicate that customer loyalty in an industrial area is determined more by the quality of interaction and responsiveness of the staff than by physical support alone, making the improvement of interpersonal service quality the main priority in pharmacy management.

ABSTRAK

Dinamika persaingan ritel kesehatan menuntut pengelola apotek untuk membenahkan kualitas pengalaman pelanggan melalui penyediaan fasilitas fisik dan mutu interaksi kefarmasian. Penelitian ini bertujuan menganalisis pengaruh kualitas sarana prasarana dan pelayanan kefarmasian terhadap loyalitas pelanggan di Apotek Sehati Jababeka, sehingga hasilnya dapat memberikan dasar empiris bagi evaluasi fasilitas dan pengembangan strategi merawat kesetiaan konsumen. Pendekatan kuantitatif analitik korelasional berdesain cross-sectional diterapkan terhadap 96 responden yang dijaring melalui purposive sampling berdasarkan toleransi kesalahan (margin of error) 10% dari populasi bulanan. Data kuesioner berskala Likert diolah menggunakan pengujian regresi linear berganda pada piranti SPSS versi 26. Hasil pengujian membuktikan bahwa pelayanan kefarmasian berkontribusi positif dan signifikan terhadap loyalitas pelanggan (B = 0,380; p < 0,001), sementara kelayakan sarana prasarana tidak menunjukkan dampak parsial yang signifikan (B = 0,244; p = 0,090). Walau demikian, secara simultan kedua variabel terbukti memengaruhi loyalitas secara signifikan (F = 26,950; p < 0,001) dengan nilai R-squared sebesar 0,367. Temuan ini mengindikasikan bahwa loyalitas konsumen di kawasan industri lebih ditentukan oleh kualitas interaksi dan ketanggapan petugas ketimbang dukungan fisik semata, sehingga perbaikan mutu layanan interpersonal menjadi prioritas utama pengelolaan apotek.