MODEL LOYALITAS PELANGGAN BERBASIS REPUTASI MEREK DAN KEPUASAN TERHADAP PRODUK FARMASI DI APOTEK KOTA MEDAN, SUMATERA UTARA
DOI:
https://doi.org/10.12928/mf.v18i1.18457Keywords:
reputasi merek, kepuasan pelanggan, loyalitas pelanggan, produk farmasi, apotekAbstract
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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