Meningkatkan Loyalitas Apotek Mitra: Peran Mediasi Kepercayaan dalam Program Loyalitas Pelanggan dan Kualitas Hubungan
DOI:
https://doi.org/10.38035/jimt.v7i4.8113Keywords:
program loyalitas pelanggan, kualitas hubungan, kepercayaan, loyalitas apotek mitraAbstract
Penelitian ini mengkaji peran kepercayaan dalam memediasi hubungan antara program loyalitas pelanggan dan kualitas hubungan terhadap loyalitas apotek mitra dalam konteks distribusi farmasi B2B. Penelitian ini dilatarbelakangi oleh fenomena global dan nasional berupa penutupan apotek, ketidakstabilan keuangan, serta meningkatnya tekanan persaingan di sektor ritel farmasi, yang menyoroti urgensi penguatan kemitraan jangka panjang antara distributor dan apotek. Penelitian menggunakan desain kuantitatif cross-sectional dengan data survei yang dikumpulkan dari 155 mitra apotek. Analisis data dilakukan menggunakan SEM PLS untuk menguji pengaruh langsung dan efek mediasi. Hasil penelitian menunjukkan bahwa program loyalitas pelanggan dan kualitas hubungan memiliki pengaruh positif dan signifikan terhadap kepercayaan dan loyalitas apotek mitra. Kepercaraan juga berpengaruh signifikan terhadap loyalitas apotek mitra serta secara parsial memediasi pengaruh program loyalitas pelanggan dan kualitas hubungan terhadap loyalitas. Model penelitian menunjukkan relevansi prediktif yang memadai serta goodness-of-fit yang memuaskan. Kebaruan penelitian ini terletak pada konfirmasi empiris mengenai peran mediasi kepercayaan dalam mentransformasikan inisiatif loyalitas yang bersifat transaksional menjadi loyalitas relasional yang berkelanjutan dalam konteks B2B apotek.
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