The Influence of Service Quality, Price and Location on Customer Satisfaction.

Abstract

In the modern era based on digital technology, competition in the business world is getting tighter and increasing with the influence of digitalization, one of which is business in the pharmaceutical sector. The increasing number of business people in the field of medicines (pharmaceuticals), this of course requires Sajiwa Raga Pharmacy to continue to innovate and provide the best service in order to maintain customer satisfaction so that customers do not switch to competitors who continuously offer superior services.

The aim of this research is to explain the influence of Service Quality, Price and Location on Customer Satisfaction at the Sajiwa Raga Pharmacy in Bandung, where the independent variables in this research are Service Quality, Price and Location and the dependent variable is Customer Satisfaction. This research was conducted at Sajiwa Raga Pharmacy Bandung, Jl. Kiaracondong Bandung City.

The data collection method used is by distributing questionnaires or questionnaires which have been filled in by Sajiwa Raga Bandung Pharmacy customers. A sample of 99 respondents was taken using a non-probability sampling method with an incidental sampling technique. The research method in this thesis is the descriptive verification method with the analysis used including validity test, reliability test, classical assumption test, correlation coefficient test, coefficient of determination test and multiple linear regression test.

The results of the Multiple Linear Regression analysis show that the value of Y = -4.683 + 0.144 X1 + 0.456 X2 + 0.351 0.000 < 0.05, it can be concluded that together the variables Service Quality, Price and Location have a simultaneous and significant effect on Customer Satisfaction at the Sajiwa Raga Pharmacy, Bandung.

The level of relationship or Correlation Coefficient between Service Quality, Price and Location on Customer Satisfaction from the test results using the SPSS program obtained the number 0.574 which means it is at a moderate level of relationship because it is in the interval 0.40 - 0.599 which shows the strength of the relationship between the variables Service Quality, Price and Location together on Customer Satisfaction with. The R square (R2) value is 0.330, so it can be concluded that the Coefficient of Determination of Service Quality, Price and Location influences Customer Satisfaction (Y) by 33%. In other words, Service Quality, Price and Location together have an influence of 33% on Customer Satisfaction at the Sajiwa Raga Pharmacy in Bandung, the remaining 67% is influenced by other factors outside the Service Quality, Price and Location variables such as Product Quality, Innovation, Brand Image and others.