Service Quality, Price Perception, And Consumer Purchase Decisions: Empirical Evidence From Nabila Medika Pharmacy Ciluluk
DOI:
https://doi.org/10.59890/ijefbs.v4i5.39Keywords:
Pharmacy, Price, Purchasing Decision, Service QualityAbstract
Apotek Nabila Medika Ciluluk faces a decline in transactions influenced by poor service quality, such as long waiting times and unclear information about medicines provided by staff. In addition, the price of medicines is considered less affordable for consumers. These conditions potentially reduce consumer purchasing decisions. This study aims to examine the conditions of service quality, price, and purchasing decisions at Apotek Nabila Medika Ciluluk, as well as to analyze the effect of service quality and price both simultaneously and partially on purchasing decisions. The study applies a qualitative approach quantified into descriptive and verificative analysis. The population consists of all consumers of Apotek Nabila Medika, with a sample of 98 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with validity and reliability tests, classical assumption tests, coefficient of determination, F-test, and t-test. The results show that simultaneously, service quality and price significantly influence purchasing decisions. Partially, both variables also have a significant influence on purchasing decisions. This confirms that service quality and price are the main factors determining consumer decisions at Apotek Nabila Medika. The difference between this study and previous research lies in the object and location, namely Apotek Nabila Medika Ciluluk in 2025, as well as the focus solely on service quality and price, unlike previous studies that included other variables such as promotion, brand image, or product completeness.
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