Analisis Faktor-faktor yang Mempengaruhi Kepuasan Pelanggan, Loyalitas Pelanggan, Word-of-Mouth, dan Keinginan Membeli pada Apotek di Kota Batam

Kesumahati, Erilia (2019) Analisis Faktor-faktor yang Mempengaruhi Kepuasan Pelanggan, Loyalitas Pelanggan, Word-of-Mouth, dan Keinginan Membeli pada Apotek di Kota Batam. Master thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan pelanggan, loyalitas pelanggan, word-of-mouth, dan keinginan membeli pada apotek di Kota Batam. Data dikumpulkan melalui penyebaran kuesioner di Apotek Vitka Farma dan Apotek Kimia Farma dengan total responden berjumlah 300 orang. Pengolahan data dilakukan dengan program SPSS 23 untuk dilakukan analisis gap dan program SmartPLS 3.0 untuk dilakukan evaluasi Stuctural Equation Modeling (SEM). Hasil analisis gap menunjukkan bahwa terdapat gap antara kualitas pelayanan yang diterima dengan kualitas pelayanan yang diharapkan oleh pelanggan sehingga belum tercipta kepuasan pelanggan. Berdasarkan pengujian hipotesis diketahui bahwa: faktor yang berpengaruh signifikan positif terhadap kepuasan pelanggan secara langsung yaitu brand image, faktor yang berpengaruh signifikan positif secara langsung terhadap loyalitas pelanggan yaitu harga, brand image, dan kepuasan pelanggan, faktor yang berpengaruh signifikan positif secara langsung terhadap word-of-mouth yaitu brand image dan loyalitas pelanggan, dan faktor yang berpengaruh signifikan positif secara langsung terhadap keinginan membeli yaitu harga, brand image, loyalitas pelanggan, dan word-of-mouth. ********************************************************************** The purpose of this research was to analyse factors that influence customer satisfaction, customer loyalty, word-of-mouth, and purchase intention at pharmacy in Batam City. Samples were collected by distributing 300 questionnaires at Vitka Farma Pharmacy and Kimia Farma Pharmacy. The data was analysed by using SPSS 23 program for gap analysis and SmartPLS 3.0 program for Structural Equation Modeling (SEM) analysis. Gap analysis showed that there was gap between perceived and expected service quality, hence customer satisfaction is not yet met. Based on hypothesis testing, it was found out that: customer satisfaction was significantly and positively influenced by brand image, customer loyalty was significantly and positively influenced by price, brand image, and customer satisfaction, word-of-mouth was significantly and positively influenced by brand image and customer loyalty, purchase intention was significantly and positively influenced by price, brand image, customer loyalty, and word-of-mouth.

Item Type: Thesis (Master)
Additional Information: Similarity: 22
Uncontrolled Keywords: Keywords: Gap Analysis, SEM-PLS, pharmacy customer satisfaction, pharmacy customer loyalty.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: School of Economic and Business > Master of Management
SWORD Depositor: Admin Repository Universitas Internasional Batam
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 27 Apr 2020 09:39
Last Modified: 27 Apr 2020 09:40
URI: http://repository.uib.ac.id/id/eprint/2247

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