PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN APOTEK VIVA HEALTH DI SURABAYA

Abstract

In this modern era, people need instant way to get facilities and one of them is related to health. Therefore, it becomes a good chance for business people to develop pharmacy retails, i.e. drugstore. The drugstore, in the past, was a place to sell drugs. Yet, nowadays it facilitates health service such as check up of gout, blood glucose, cholesterol, the amount of oxygen inside the blood, and blood pressure. While, this research aimed to find out whether brand image and service quality had significant effect on the consumers’ satisfaction of Viva Health drugstore in Surabaya. Moreover, the population was customers of Viva Health drugstore in Surabaya, with invinity numbers. Furthermore, the data collection technique used Non-Probability sampling with accidental approach, in which the sample was taken accidentally. It meant, whoever met the researcher would be chosen as sample with some considered criteria. In line with, there were 100 questionnaires as sample. In addition, the data analysis technique used multiple linear regression with SPSS. For the result, it concluded the brand image and service quality had significant effect on the consumers’ satisfaction.
Keyword: brand image, service quality, consumers’ satisfaction