Analysis of Factors Influencing Customer Satisfaction and Purchase Intention at Pharmacy in Batam City

Abstract

Healthcare business in Indonesia continues to grow rapidly and remains attractive for local and global investors. Numerous healthcare providers offer a wide range of service and give their best service to customers to gain profit, win the market competition and also to be sustainable, including pharmacy as the largest number of healthcare provider in Indonesia. However, there were some pharmacies in Batam City that ended their business and unable to win the highly competitive marketing inspite of their good brand name. This research was conducted to analyse factors influencing customer satisfaction at pharmacy in Batam City. Samples were collected by distributing 300 questionnaires at Vitka Farma Pharmacy and Kimia Farma Pharmacy. The data was analysed by using Smart PLS 3.0 program. Based on hypothesis testing, it was found out that customer satisfaction was significantly influenced by brand image, purchase intention was significantly influenced by price and brand image. The pharmacies should address the findings to improve the service level so they can offer the best customer service to obtain business success in the long run.

Purchase Intention of Batam People Against Foreign Sellers in the Marketplace

“…previous studies byApiraksattayakul et al (2017),Biswakarma et al (2017), Calvo-Porral & Lévy-Mangin (2017),Kesumahati & Jurnali (2020),Hati et al (2021),Levrini & Jeffman (2021),Santo & Marques (2022), showing that price affects purchase intention.…”

“…The more attractive/competitive price offered, the higher the desire of customers to buy ( Yuwono & Wiwi, 2021). Price will also attract customers to visit and buy the product and retain customers to do a transaction with the pharmacy (Kesumahati & Jurnali, 2020). Thus, the following hypothesis is obtained:…”

“…This study result gives suggestions that Batam City MSMEs must be more innovative in making products and have a broader range of marketing methods to increase MSMEs of local products rather than imported goods from abroad. Further research is recommended to use other variables towards purchase intention that are not included in this study, such as customer satisfaction (Kesumahati & Jurnali, 2020), brand awareness (Muljani & Koesworo, 2019), brand loyalty (Frimpong et al, 2019, and so on. Therefore, to enrich empirical studies in the same context and concept, it is necessary to conduct further studies on objects that have different characteristics and use data collection methods other than the google form which can lead to bias in the results so that it will further strengthen or find a quality position.…”

Factors Influencing Consumers’ Purchase Intention Towards Green Home Appliances

“…Nevertheless, research in other industries revealed similar outcome to the current study where ASS is insignificant to association of CPI. For example, Kesumahati and Jurnali (2020)'s study on pharmaceutical retail purchase exhibit that ASS quality does not has significant influence on the customer purchase intention. Similar finding is revealed by Akkucuk and Esmaeili (2016) in smartphone industry where BE and attributes are the primary consideration during purchase intention, and ASS is negligible.…”

Factors Influencing Purchase Intention of South Korean Cosmetics and Skincare

“…If a brand or company has a bad brand image, it can result in consumers switching to other products offered by competitors [13]. A great brand image is considered to be able to meet customer needs, thereby increasing the customer's desire to purchase a product [33]. Korean cosmetics have a good brand image such as skin care products with good quality and captivating designs, that can effectively attract consumer buying interest [18].…”