STRATEGI MENINGKATKAN LOYALITAS DENGAN MEMPERHATIKAN KEPUASAN KONSUMEN OBAT MELALUI COORPORATE IMAGE PADA APOTEK DI SURAKARTA

Abstract

This study discusses strategies for increasing drug consumer loyalty by paying attention to satisfaction using aspects of service quality, order delivery and promotion that can be referred to as a corporate image at a pharmacy in Surakarta. This study is to find out how and how much influence the independent variable (service quality, delivery of orders, promotions) on drug consumer loyalty with satisfaction as an intervening variable so that it can be used to determine the strategy that must be carried out by pharmacies in Surakarta. By taking a sample of 100 respondents drug consumers randomly taken at several pharmacies located in Surakarta. After processing the path analysis, the results show that order delivery dominates to increase drug consumer satisfaction compared to service quality and promotion. To increase loyalty based on the results of the analysis, it is necessary to increase the satisfaction of drug consumers first because all independent variables do not have a significant direct effect on loyalty. For this reason, it was concluded that the strategy to increase drug consumer loyalty in Surakarta pharmacies should be pharmacies to increase order delivery services to increase satisfaction that is expected to increase drug consumer loyalty to pharmacies in Surakarta.