Keywords: Pengukuran Model, Validitas, Reliabilitas, PLS-SEM, Kepuasan Pelanggan, Harga Produk, Kualitas Pelayanan, Apotek


Penelitian ini bertujuan untuk menguji pengaruh harga produk dan kualitas pelayanan terhadap kepuasan pelanggan di Apotek DOZ Pangkalpinang. Data dari 100 responden dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil pengujian validitas menunjukkan bahwa semua variabel memiliki validitas konvergen dan diskriminan yang memadai. Hasil pengujian reliabilitas menunjukkan bahwa instrumen pengukuran memiliki reliabilitas yang baik. Evaluasi model struktural menunjukkan bahwa baik harga produk maupun kualitas pelayanan memiliki pengaruh signifikan terhadap kepuasan pelanggan, dengan harga menunjukkan pengaruh yang lebih kuat. Nilai R-Square menunjukkan bahwa model ini memiliki tingkat kecocokan yang baik dengan data yang diamati. Implikasi dan saran praktis untuk manajemen Apotek DOZ Pangkalpinang disajikan untuk meningkatkan kepuasan pelanggan melalui penyesuaian harga, peningkatan kualitas pelayanan, dan penggunaan teknologi.


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How to Cite
Nugroho, F., Afrizal, A., & Suparlan, S. (2024). PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI APOTEK DOZ PANGKALPINANG. JEM Jurnal Ekonomi Dan Manajemen, 10(1), 17-30. Retrieved from