KUALITAS PELAYANAN DAN KEPUASAN KONSUMEN TERHADAP VOLUME PENJUALAN OBAT NON RUJUKAN PADA APOTEK RODO KOTA JAMBI

(The Influence of Service Quality and Customer Satisfaction on the Sales Volume of Non-Prescription Medicines at Rodo Pharmacy, Jambi City)

Abstract

This study examines how service quality and customer satisfaction contribute to the sales volume of non-prescription drugs at Apotek Rodo Kota Jambi. The research employs a descriptive quantitative approach, with data collected through an online questionnaire via Google Forms, distributed to the pharmacy’s customers. The data analysis methods include instrument testing (validity and reliability tests), classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, and statistical tests (t-test, F-test, and coefficient of determination/R Square). These findings highlight the importance of improving service quality and customer satisfaction in boosting sales. Apotek Rodo is encouraged to enhance its services, particularly in staff responsiveness, accuracy of drug information, customer friendliness, and improvements to physical facilities.