Authors : Muhamad Fattah Mahdi; Ririn Wulandari

Volume/Issue : Volume 8 - 2023, Issue 8 - August

Google Scholar : https://bit.ly/3TmGbDi

Scribd : http://tinyurl.com/4n56dcp4

DOI : https://doi.org/10.5281/zenodo.8314937

Abstract : The aim of the study was to analyze the factors that affect customer satisfaction and their impact on customer loyalty at Kimia Farma Pharmacy in the Jabodetabek area. Researchers used Partial Least Square (PLS) as a technique to analyze the measurement and structural. The type of research is descriptive quantitative with direct survey method involving 135 Google Form respondents. The results of this study indicate that all four variables, such as price perception, brand image, brand trust, and e-service quality have a direct positive and significant influence on customer loyalty. Brand image has a positive and significant impact on customer satisfaction, while price perception, brand trust, and E- service quality have no effect on customer satisfaction. Customer satisfaction has a direct positive and significant effects on customer loyalty. The results of the indirect test show that all independent variables (X) through mediation (Z) have a positive and significant influence on the dependent variable (Y). The implications of this research for the Kimia Farma Pharmacy in the Jabodetabek area are to increase price affordability, pay attention to consumer trust, and improve the quality of Kimia Farma Mobile services, as these variables will have an impact on customer loyalty.

Keywords : Price Perception, Brand Image, Brand Trust, E- Service Quality, Customer Satisfaction, Customer Loyalty.