Analysis of the Influence of Service Quality, Price Perception, Customer Trust, and Customer Satisfaction on Customer Loyalty at Kimia Farma Pharmacy in North Sulawesi

Abstract

This study aims to analyze how the influence of service quality, price perception, customer trust and customer satisfaction on customer loyalty at Kimia Farma Pharmacy in North Sulawesi. This research is a field research, using a descriptive quantitative research type. The sample used in this study amounted to 80 customers taken from 10 Kimia Farma outlets in North Sulawesi randomly. The analysis used in this study is multiple regression analysis. The results showed that simultaneously there was a significant influence of the variables of service quality, price perception, customer trust and customer satisfaction on customer loyalty at Kimia Farma Pharmacy in North Sulawesi. Each partially has a significant influence of Service Quality and Price Perception variables on customer loyalty at Kimia Farma Pharmacy in North Sulawesi. Meanwhile, each customer trust variable and customer satisfaction variable partially have a positive but not significant effect on customer loyalty at Kimia Farma Pharmacy in North Sulawesi.