The Effect of Product Diversity, Price, Service Quality, and Location on Repurchase Intention Mediated by Pharmacy Customer Satisfaction

Abdul Hafiz, Jasman J Ma’ruf and Sorayanti Utami
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Abdul Hafiz: Master of Management Study Program, Faculty of Economics and Business Syiah Kuala University
Jasman J Ma’ruf: Master of Management Study Program, Faculty of Economics and Business Syiah Kuala University
Sorayanti Utami: Master of Management Study Program, Faculty of Economics and Business Syiah Kuala University

International Journal of Research and Scientific Innovation, 2024, vol. 11, issue 9, 1331-1341

Abstract: This research aims to analyze the Effect of Product Diversity, Price, Service Quality, and Location on Repurchase Intention mediated by Pharmacy Customer Satisfaction in Banda Aceh City. The study involved 208 respondents who shopped at six pharmacies in the city. Data collection was conducted using a Likert scale questionnaire, and the analysis utilized Structural Equation Modeling (SEM) with SmartPLS Version 3.0. The results of the analysis show that although Product Diversity has a positive effect on repurchase intention, this effect is not significant, suggesting that pharmacy managers should prioritize other factors that significantly influence repurchase behavior. Price positively and significantly affects repurchase intention but does not significantly impact customer satisfaction, indicating that customers may value other aspects more. Service Quality shows a positive and significant effect on both repurchase intention and customer satisfaction, emphasizing the importance of providing high-quality service. Location emerges as the most significant factor influencing customer satisfaction, with an O value of 0.366, T Statistics of 4.685, and a P-value of 0.000. Additionally, Customer Satisfaction has the strongest impact on repurchase intention, with an O value of 0.419, T Statistics of 4.759, and a P-value of 0.000, highlighting that efforts to improve customer satisfaction should be a top priority. To enhance customer satisfaction and drive repurchase intention, pharmacy managers should focus on strategic location choices, high-quality service, and initiatives such as loyalty programs, responsive customer service, and relevant product offerings. By prioritizing these elements, pharmacies can better meet customer needs and foster long-term loyalty.

Date: 2024
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