PENGARUH BRAND TRUST, SERVICE QUALITY, DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER SATISFACTION DI APOTEK GARUDA MADIUN

Abstract

Customer satisfaction is a key factor in the long-term success of any business, including in the healthcare sector, such as pharmacies. This article examines the influence of brand trust, service quality, and customer experience on customer satisfaction, based on a study at Garuda Pharmacy in Madiun. Facing increasingly fierce business competition, understanding the factors that influence customer satisfaction is crucial. This study employed a quantitative approach and multiple linear regression analysis, using a survey method and distributed questionnaires to ninety-seven respondents. The collected data were analyzed using multiple linear regression to examine the partial and simultaneous effects of the three independent variables on customer satisfaction. The analysis shows that brand trust, service quality, and customer experience have a significant influence, both individually and collectively, on customer satisfaction levels. Therefore, pharmacies seeking to build customer loyalty should focus on improving service quality, building a trusted brand, and creating a pleasant customer experience. These findings are expected to provide strategic input for pharmaceutical businesses in designing more customer-oriented marketing and service approaches. Keywords: Brand Trust, Service Quality, Customer Experience, Customer Satisfaction, Pharmac