PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN DI APOTEK DENGAN LAYANAN DOKTER KELUARGA
DOI:
https://doi.org/10.25311/keskom.Vol11.Iss2.2198Abstrak
Pertumbuhan jumlah apotek di Kota Kendari yang terus meningkat menyebabkan persaingan bisnis di sektor ini semakin ketat. Dalam kondisi tersebut, citra merek dan kualitas pelayanan menjadi aspek krusial yang memengaruhi preferensi konsumen dalam menentukan pilihan apotek. Apotek PS, yang telah melayani masyarakat Kota Kendari selama lebih dari satu dekade, dikenal memiliki reputasi merek yang kuat serta standar pelayanan yang terpercaya. Penelitian ini dilakukan dengan tujuan mengeksplorasi dampak citra merek dan kualitas pelayanan dari segi loyalitas yang dimiliki pelanggan di Apotek PS. Data dikumpulkan melalui kuesioner berbasis Google Form yang diisi oleh setidaknya 100 pelanggan yan berkunjung setidaknya dua kali, kemudian dianalisis menggunakan metode statistik deskriptif serta pendekatan Structural Equation Modelling (SEM) ya yang dibantu dengan perangkat lunak SmartPLS. Hasil penelitian yang telah dilakukan memberikan sebuah bukti bahwa berbagai persepsi atas sebuah citra merek serta kualitas layanan dapat memberikan pengaruh yang positif serta signifikan dari segi kesetiaan terhadap para pelanggannya. Secara bersama-sama, kedua variabel ini memberikan kontribusi sebesar 78,4% (menunjukkan pengaruh kuat) dari segi loyalitas pelanggan yang didapatkan, yang menghasilkan nilai Q-squared sebesar 0,772, yang menandakan tingkat akurasi prediksi yang tinggi. Selain itu, evaluasi model PLS menunjukkan kesesuaian yang dapat diterima. Berdasarkan Cross-validated Predictive Ability Test, Model PLS telah memberikan sebuah bukti yang menunjukkan adanya prediksi yang tepat serta lebih baik jika dibandingkan dengan sebuah model IA dan LM, maka kesimpulan yang didapatkan yakni model PLS mempunyai sebuah performa yang lebih unggul dalam emmberikan prediksi atas loyalitas setiap pelanggannya.
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