MODEL LOYALITAS PELANGGAN BERBASIS REPUTASI MEREK DAN KEPUASAN TERHADAP PRODUK FARMASI DI APOTEK KOTA MEDAN, SUMATERA UTARA
Abstract
Loyalitas pada pelanggan disebabkan oleh pengaruh kepuasan atau ketidakpuasan dengan merek tersebut yang terakumulasi secara terus-menerus.Selain itu, loyalitas mencerminkan komitmen psikologis terhadap merek tertentu. Perilaku pembelian ulang terhadap merek yang sama bisa dikarenakan memang hanya satu-satunya merek yang tersedia, termurah, atau sebab lainnya. Penelitian bertujuan untuk menguji model pengaruh reputasi merek dan kepuasan pelanggan terhadap loyalitas pelanggan. Penelitian mengikuti rancangan penelitian survei non-experimental pada apotek-apotek di kota Medan. Pengambilan sampel dilakukan dengan teknik purposive sampling. Sampel yang diambil dibatasi waktu pengambilan sampel yaitu bulan Januari-Desember 2012. Subyek penelitian yaitu pelanggan yang memiliki wewenang dalam melakukan pembelian di apotek, paling sedikit sekali setiap bulannya dalam selang waktu antara bulan Januari-Desember 2012 melalui PBF X Medan. Analisis data menggunakan uji regresi linier berganda. Sampel yang digunakan berjumlah 98 responden dengan mayoritas adalah wanita, usia 31-40 tahun, pekerjaan asisten apoteker, dan berpendidikan tamat SMA. Hasil analisis regresi berganda pada variabel reputasi merek dan kepuasan pelanggan mempunyai pengaruh yang positif dan signifikan masing-masing sebesar 0,32 dan 0,24 terhadap loyalitas pelanggan produk "X" pada apotek di kota Medan. Model persamaan regresi yang dihasilkan yaitu Y = 11,318 + 0,32 X1 + 0,243 X2. Maknanya adalah Y = loyalitas pelanggan; X1= reputasi merek; dan X2= kepuasan pelanggan. Kesimpulannya adalah reputasi merek dan kepuasan pelanggan secara bersama-sama mempunyai pengaruh yang signifikan sebesar 18,4% terhadap loyalitas pelanggan produk "X" pada apotek di kota Medan.
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DOI: http://dx.doi.org/10.12928/mf.v18i1.18457
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