ANALYSIS OF CUSTOMER BEHAVIOR IN PURCHASING DECISIONS OF MEDICAL SERVICES PRODUCTS AND THEIR EFFECT ON CUSTOMER SATISFACTION IN PHARMACY
Keywords:Self-medication, Customer behavior, Customer satisfaction, Pharmaceutical services
Objective: This study aims to analyze customer behavior in the decision to buy self-medicated service products and their effect on customer satisfaction at Kimia Farma Pharmacy, Bekasi Business Unit.
Methods: This research uses a quantitative study approach with a descriptive design. Samples or respondents totaled 312 people. Data collection was carried out by means of interviews and agency documents.
Results: The results showed that the respondents' knowledge, attitudes and actions in self-medicated service products had quite good results. Respondents who have knowledge of self-medicated service products are 54.225%, 67% of respondents have good attitudes and 61% of actions. The results of data analysis show that the influence of customer behavior in the decision to buy self-medicated service products on customer satisfaction is 0.410 or the power of influence is 41.0%, the rest is influenced by other factors. While the influence of customer behavior on the decision to buy self-medicated service products is 0.347 or 34.7%, the rest is influenced by other factors.
Conclusion: Customer satisfaction is quite high which illustrates that Kimia Farma Pharmacy Bekasi Business Unit has tried to fulfill customer desires by providing adequate service.
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