Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 2, No. 2, 2023: 523-530
The Influence of Drug Prices and Service Quality on Customer
Satisfaction at Fahry Farma Pharmacy Bangkalan
Teguh Setiawan Wibowo¹*, Reni Oktavia Saputri², Dwi Bhakti Iriantini3
¹STIE Mahardhika, ²Akademi Farmasi Yannas Husada Bangkalan,
³Universitas Wijaya Kusuma
Corresponding Author: Teguh Setiawan Wibowo
[email protected]ARTICLEINFO ABSTRACT
Keywords: Price, Satisfaction, Pharmacies are places where pharmaceutical
Service Quality, T Test, F Test work is carried out and have an important role
Received : 12, February
as a place to obtain information about drugs.
Revised : 11, March The research design used in this study is the
Accepted: 16, April study’s normality, validity, and reliability test
using SPSS version 26.0 with valid and reliable
©2023 Wibowo, Saputri, Iriantini:
This is an open-access article status. The methods used are multiple linear
distributed under the terms of the regression, correlation coefficient, determination
Creative Commons Atribusi 4.0 coefficient, T-test, and F-test. random sampling
Internasional. technique, data collection using research
instruments, and quantitative or statistical data
analysis to test the established hypothesis. Based
on the results of the tests that have been carried
out, there is an influence between the
independent variables, namely service quality
and price, and the dependent variable, namely
satisfaction, based on the T-test and F-test. The
results of the T-test are T arithmetic > t table and
a significance value < alpha 0.05, while the F-test
has F arithmetic > f table and a significance
value < alpha 0.05.
DOI: https://doi.org/10.55927/ministal.v2i2.3360 523
( ISSN-E: 2827-8259
https://journal.yp3a.org/index.php/ministal/index
Wibowo, Saputri, Iriantini
INTRODUCTION
A pharmacy is a place where pharmacists provide pharmaceutical services
(Permenkes 2017). The pharmacy serves as a hub for pharmaceutical activity
and serves as a valuable resource for drug-related information. Pharmaceutical
services are expanding, not just in terms of items provided, but also in terms of
medication services, so clients must be cordial and vigilant. Customers at
pharmacies frequently complain about delayed service, erroneous information
provided, poor facilities, and services that are not responsive enough.
As a guide for implementing pharmaceutical services in pharmacies,
pharmaceutical service standards are established. All interested parties must be
committed to and cooperative in order for pharmaceutical service standards to
be implemented successfully in pharmacies. This will improve the efficiency of
pharmacy services for both patients and the community, which will raise the
standard of healthcare (Permenkes, 2017).
Quality of service is a key in the business sector to maintain conditions of
increasingly fierce competition. Pharmacies must be able to retain and attract
consumers and must have more value than their competitors, pharmacies must
be able to provide services that are in accordance with consumer desires and
can provide a sense of satisfaction to their customers.
Customers who feel satisfied after making a purchase are more likely to
make repeat purchases and even recommend products to others. The service
quality aspects of tangibles, reliability, responsiveness, assurance, and empathy
can be utilized to gauge the level of customer satisfaction (Tjiptono, 2004:26).
The service quality model is the name of this measurement (Rafsanzani and
Akhmad 2018).
The one component of the retail or non-retail marketing mix that will
bring in money for the shop is price. Price is one of the factors that influence
corporate operations and serves to give the company a competitive advantage
in terms of price strategy. Pricing policies and this frequently conflict.
Companies might use competitors' prices as a guide when deciding the selling
price of their items in order to be more competitive in the market. Price is the
amount of money charged for a product (goods or services), or the amount of
value that must be paid by consumers to get the benefits of the product. Pricing
for each pharmacy varies depending on the policies of each pharmacy. One of
the consumer preferences that make a buying decision is the price factor
(Rafsanzani and Akhmad 2018).
An emotional state, satisfaction can be expressed as anger, displeasure,
aggravation, indifference, exhilaration, or pleasure after a purchase. Given that
customer happiness has a direct correlation to customer loyalty, market share,
and profits, it is not surprise that businesses have become fascinated with it.
Customer satisfaction is a person's perception of a product's ability to function
as they would reasonably anticipate. According to the definition given above,
someone might be said to be content if their sentiments match or even beyond
their expectations. When a person compares the performance (or results) of a
product they are considering to the performance they had anticipated, they will
either feel satisfied or disappointed (or results). Customers will be satisfied if
the services that are offered by service providers satisfy their needs.
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Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 2, No. 2, 2023: 523-530
Conversely, if consumers' wants are not met, they will be unsatisfied (Indrasari
2019).
According to the results of a preliminary investigation, it is known that the
Fahry Farma Socah-Bangkalan Pharmacy is one of the pharmacies in the Socah-
Bangkalan sub-district and has a prime location near the busy puskesmas. The
authors decided to undertake study at Fahry Farma Pharmacy Socah-Bangkalan
as a result.
LITERATURE REVIEW
Marketing Management
Creating, offering, and freely exchanging valuable things with others is a
social activity known as marketing, which helps people and groups get what
they need and want. The degree of one's feelings after contrasting the results
experienced with those anticipated is the definition of satisfaction. (Indah and
Dewi 2018).
Marketing management is an important aspect in achieving business
actors' goals. Marketing more broadly, namely: marketing is a social process, by
which individuals and groups get what they need, and they want by creating
and maintaining products and value with other individuals and groups.
Assessing and creating the best possible set of marketing strategies is
effective marketing management. After determining the target market and the
desired product position in the minds of consumers, the company needs to
design a program so that the product can get a response from the target market.
A tool is required for marketing, and in this case, the tool is a program that the
business can manage. Product, pricing, place, and promotion are the four
elements that make up marketing mix activities, which is the name given to a
company's chosen marketing approach. The marketing mix is the mix of
strategic marketing instruments that a business can use to elicit the desired
response from its target market and to affect consumer demand for its goods.
According to Putro (2018), pemasaran is a social and managerial process
in which an individual or organization takes care of whatever it is that they
need and want through communication and partnering with others. In a more
complex business environment, pemasaran frequently promotes a partnership
between profitable customers and suppliers. Pemasaran is a procedure that
creates a strong bond with the subject and generates a nilai for the subject with
the goal of capturing the subject's nilai as an imbalance.
Quality of Service
Service quality is the expected level of excellence and control over these
advantages to meet customer desires. Quality of service is the expected level of
excellence and control over the overall characteristics and character of a
product or service based on the ability to express satisfaction or need indirectly
(Yulia, Lamsah, and Periyadi 2019). Customer satisfaction is achieved by the
provision of service, which is an action or series of actions that take place in
physical contact between two people. Another view of service is an invisible
activity or set of invisible activities that result from interactions between
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Wibowo, Saputri, Iriantini
customers and staff or other objects supplied by service providers to address
customer issues. (Sari, Maruta, and Mulyati 2017).
Price
Price is a synonym for value; it refers to the sum that consumers must
pay or trade for a product. Payment might take the form of cash, products, or
services. According to Dharmmesta B. S. and Handoko (2011), price is the sum
of money (plus a number of items, if possible) required to purchase a variety of
products and services. Price perceptions include (1) price comparison with
other products, or how a product's price compares to those of its rivals, (2) price
suitability with product quality, or whether the price charged is reasonable
given the product's level of quality, and (3) affordability, or the affordability of
prices set by manufacturers for their goods. Because each person's perception of
price is relative, customers and marketing partners can use pricing according to
the product as the appropriate benchmark when making purchases. (Wariki,
Mananeke, dan Pengaruh 2018).
Customer’s Satifaction
The management of human resources, physical infrastructure,
pharmaceutical preparations, other medical supplies, and administration are all
covered by pharmaceutical service standards in pharmacies. It is important to
understand how to make pharmaceutical operations satisfy and benefit patients
or customers in supplying or conveying drug information as a whole when
putting pharmaceutical service standards into practice. By resolving complaints
and patient demands in a courteous and caring manner, and by delivering their
services in a timely manner, highly experienced staff members can be seen to be
providing accurate services. Client satisfaction is the key to fostering customer
loyalty, hence great service quality will also result in high customer satisfaction.
(Sa’diyah 2020). Consumer satisfaction is an evaluation in which the perception
of the performance of the selected product/service alternative meets or exceeds
pre-purchase expectations.
Hypothesis:
1. Service quality affects customer satisfaction.
2. Prices affect customer satisfaction.
3. Service quality and price affect customer satisfaction.
Picture 1. Conceptual Framework
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Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Vol. 2, No. 2, 2023: 523-530
METHODOLOGY
This study's quantitative data gathering techniques include the use of a
questionnaire whose reliability and validity have already been established. The
normalcy of the research data was examined. The heteroscedasticity test and
multiple linear regression test are used to test the model. Using the SPSS 26
program, the T and F tests for hypotheses were run.
Each and every customer who visits Fahry Farma Pharmacy Socah-
Bangkalan constitutes the study's population. The population criteria are used
to ensure that the population that is obtained is homogeneous. In this study,
incidental sampling was used as the sample method. 94 samples were gathered
from a sample of an unknown population using the Cochran formula (10%
sampling error).
RESULT AND DISCUSSION
The research questionnaire before use has been tested for validity and
reliability testing is valid and reliable. Based on the results of the normality test,
the research data is normally distributed. In order to find out if the research
variables are dissimilar to the research variables, a heteroscedasticity test was
carried out with the results of the dissimilarity of the variables in this study.
The next step is to perform multiple linear regression tests (T test and F test).
The T test and F test were carried out to see the effect of the independent
variables (service quality and price) on the dependent variable (customer
satisfaction). Based on the results of the T test, it can be explained as follows:
1. Ho was rejected and Ha was allowed after the T test on the service
quality variable produced a computed value of 2.316> t table 1.986 with a
significant value of 0.023 0.05, indicating that service quality had an
impact on satisfaction at Fahry Farma Pharmacy. Socah-Bangkalan.
2. The T test on the price quality variable obtained a t count value of 3.384>
t table 1.986 with a significance value of 0.001 <0.05 then Ho is rejected
and Ha is accepted which means that there is an influence of service
quality on satisfaction at Fahry Farma Pharmacy Socah-Bangkalan.
Based on the results of the F test, it shows that the Fcount value is 16.833
with a significance of 0.000. While Ftable at a significant level of 0.05 with df for
regression 2 and df for residual 93 obtained 3.09 Then Fcount > Ftable of (16.833
> 3.09) and a significance of 0.000 <0.05. So it can be concluded that H0 is
rejected and Ha is accepted, which means that there is a simultaneous influence
between the variables of service quality and price on satisfaction. It can be
concluded that there is a simultaneous influence on service quality and price
variables on customer satisfaction.
Theoretical and managerial implications of this research were:
1. Theoritical Implications
a. Customer happiness at Fahry Farma Pharmacy Socah-Bangkalan is
influenced by the staff’ level of service, hence it is important to maintain
high service standards while also enhancing customer pleasure.
b. Since the Fahry Farma Socah-Bangkalan Pharmacy’s drug costs have an
impact on customer satisfaction, reasonable drug pricing were a crucial
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Wibowo, Saputri, Iriantini
component in ensuring that the pharmacy could compete with other
pharmacies.
2. Managerial Implications
Based on the elaboration above, the variables of service quality and
price quality make a very significant contribution to consumer satisfaction at
Fahry Farma Pharmacy Socah-Bangkalan. Therefore, it is necessary to make
efforts to maintain and increase consumer satisfaction so that they can
compete with other pharmacies. The efforts that can be made are:
a. Fahry Farma Pharmacy Socah-Bangkalan leader must carry out the stated
vision and goal.
b. Leaders can provide managerial experience to staff members so that it can
be used in pharmacy services and set a positive example for pharmacy
staff.
In order to sustain high levels of client satisfaction, Fahry Frama Socah-
Bangkalan Pharmacy needs to foster a sense of unity among its managers and
staff members.
CONCLUSIONS AND RECOMMENDATIONS
Based on the results of the research and discussion above, it can be
concluded:
1. Based on the results of the T test on the service quality variable, it was
found that there was an effect of service quality on satisfaction at Fahry
Farma Pharmacy Socah-Bangkalan.
2. Based on the results of the T test on the price quality variable, it was
found that there was an effect of service quality on satisfaction at Fahry
Farma Pharmacy Socah-Bangkalan.
3. Based on the results of the F test there is a simultaneous influence
between the variables of service quality and price on satisfaction.
Recomendation
1. The service quality and price of Fahry Farma Socah-Bangkalan Pharmacy
may be maintained and improved because these two factors influence
customers' satisfaction when they visit the pharmacy.
2. Future researchers can conduct more tests using other independent
variables, such as location and promotion, to determine whether these
factors have an impact on customers.
ADVANCED RESEARCH
Performing research replication by boosting the sample size and
enlarging the study's focus. Search for other determinant factors that affect
customer satisfaction.
ACKNOWLEDGMENT
Thank you to everyone involved in writing this article. This article is free
from personal, commercial, political and financial conflicts of interest.
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Vol. 2, No. 2, 2023: 523-530
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