THE INFLUENCE OF SERVICE QUALITY AND DRUG PRICES ON CUSTOMER SATISFACTION AT KARTINI PHARMACY GERUNG WEST LOMBOK AT YEAR 2025
DOI:
https://doi.org/10.37824/m4b18s26Keywords:
Service quality, Price, customer satisfaction, PharmacyAbstract
Customer satisfaction is an essential determinant of business sustainability in the
pharmaceutical sector. This study aimed to analyze the influence of service quality and
price on customer satisfaction at Kartini Pharmacy, Gerung, West Lombok, which has
experienced a decline in sales and customer numbers over the past three years. Using a
quantitative associative design, data were collected from 91 respondents selected
through incidental sampling. Questionnaires tested for validity and reliability were used,
and the data were analyzed with multiple linear regression. The results showed that
service quality was categorized as excellent across the SERVQUAL dimensions, while
price was positively perceived in terms of affordability, fairness, and competitiveness.
Statistical tests revealed that both service quality and price significantly influenced
customer satisfaction, both partially and simultaneously. These findings indicate that
consistent improvement in service delivery and appropriate pricing strategies are crucial
for enhancing customer satisfaction and sustaining pharmacy competitiveness.
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