PENGARUH KUALITAS PELAYANAN, HARGA, DAN PERSEPSI EFEKTIVITAS OBAT TERHADAP TINGKAT KEPUASAN DALAM PENGGUNAAN OBAT PATEN DAN OBAT GENERIK DI APOTEK SIDAYU FARMA 3 GRESIK

Abstract

The purpose of this study was to identify factors influencing customer satisfaction at Sidayu Farma 3 Gresik Pharmacy related to service quality, price, and perceived drug effectiveness. This study used a survey approach in explanatory quantitative research. 60 participants were surveyed using an incidental sampling method. A Likert scale questionnaire (1–5) was used as the research tool. Data analysis was performed using multiple linear regression, t-test, F-test, coefficient of determination (R2), and validity and reliability tests. The results showedthat service quality, price, and perceived drug effectiveness were important factors influencing customer satisfaction, and these effects were felt simultaneously and partially. Based on these results, customers tend to be more satisfied with the pharmacy if they receive better service, reasonable prices, and drugs that they believe work according to their claims.

Keywords: service quality, price, perceived drug effectiveness, consumer satisfaction