PENGARUH KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN DI APOTEK SAMUDERA KENDARI

Abstrak

This study aims to examine and analyse the effect of service quality on customer satisfaction at Apotek Samudera Kendari, an independent community pharmacy operating amid increasingly intense competition with chain pharmacies. The study used a quantitative approach with a causal associative design. Primary data were collected through a five-point Likert-scale questionnaire from 45 customers selected by accidental sampling. Service quality was measured using the five SERVQUAL dimensions (tangibles, reliability, responsiveness, assurance, and empathy), while customer satisfaction was measured through conformity with expectations, revisit intention, and willingness to recommend. After the instrument was confirmed valid and reliable and the classical assumptions of normality and homoscedasticity were met, the data were analysed using simple linear regression. The results show that service quality has a positive and significant effect on customer satisfaction (t = 8.002; p < 0.001), with a coefficient of determination of 0.610, meaning that 61.0% of the variation in customer satisfaction is explained by service quality. These findings indicate that improving service quality is an effective strategy for independent pharmacies to strengthen customer satisfaction and loyalty.

Kata kunci

• Customer Satisfaction
• Pharmacy
• SERVQUAL
• Service Quality