Main Article Content
Abstract
PT. X is a domestic pharmaceutical manufacturer producing pharmaceutical raw materials, specifically sodium chloride (NaCl) with a purity level ranging from 99.0% to 100.5%. The government’s pharmaceutical self-sufficiency program has intensified competition, prompting the need to evaluate factors influencing customer loyalty. This study aims to examine the effects of compliance image, product quality, and service quality on customer satisfaction and their implications for customer loyalty toward PT. X’s NaCl products. A quantitative research approach was employed, and the data were analyzed using SEM-PLS (SmartPLS). The results indicate that compliance image does not significantly affect customer satisfaction (p = 0.143), while product quality has a significant effect (p = 0.000). Service quality does not significantly affect customer satisfaction (p = 0.337). Furthermore, compliance image (p = 0.552) and service quality (p = 0.212) do not significantly influence customer loyalty. Product quality, however, has a significant effect on customer loyalty (p = 0.000). Indirect effect analysis shows that customer satisfaction mediates only the relationship between product quality and customer loyalty (p = 0.029), indicating a partial mediation effect. These findings suggest that product quality is the primary determinant of both customer satisfaction and loyalty. Therefore, PT. X should prioritize maintaining and enhancing product quality while continuing to strengthen compliance image and service quality as part of its business strategy to retain and expand its existing customer base.
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Copyright (c) 2026 Erwin Saputra, Novi Yantih, Rafrini Amyulianthy
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Departemen Kesehatan Republik Indonesia. (2020) Farmakope Indonesia edisi VI, Direktorat Jenderal Pengawasan Obat dan Makanan.
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- Kemenkes targetkan 50 persen bahan baku obat tersedia di dalam negeri. Diambil dari http://www.farmalkes.kemkes.go.id.
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References
Borra Vamsi, Hemanth, K., Patel, P., Gowrav, M. (2020) Vendor qualification and evaluation in pharmaceutical industry, 11(2),1987-94
Departemen Kesehatan Republik Indonesia. (2020) Farmakope Indonesia edisi VI, Direktorat Jenderal Pengawasan Obat dan Makanan.
Dipa, T., Tedy, A., Mulawarman, A. (2022) Model strategy B2B dalam meningkatkan consumer loyalty di Indonesia, 3(2), 184-199.
Firda, M., Sudarmiatin, Agus, H. (2022) The effect of e-service quality on repurchase intention through e-trust and e-satifaction (study of B2B Emos Marketplace’s user in Malang), 1(3), 7-15.
Forum nasional hilirisasi dan peningkatan penggunaan sediaan farmasi dalam negeri. Diambil dari http://www.farmalkes. kemkes.go.id.
Greeshma, P., Vijay, P., Mohan, K. (2025) The expectation confirmation theory: a service perspective, 8(1), 10-18.
Indrasari Methiana. (2019) Pemasaran dan kepuasan pelanggan. Surabaya: Unitomo Press.
Kemenkes targetkan 50 persen bahan baku obat tersedia di dalam negeri. Diambil dari http://www.farmalkes.kemkes.go.id.
Kepala BPOM kunjungi industri garam farmasi: dukung percepatan sertifikasi CPOB untuk industri garam farmasi. Diambil dari https://www.pom.go.id.
Kurniasih Dian. (2025) Pengaruh variasi produk, kualitas pelayanan dan metode pengiriman terhadap keputusan pembelian di e-commerce apotek PT W dengan variabel moderasi promosi, (tesis).
Oos, K., Kadarisman, H., Benny, H., Sunarti. (2024) Achieving sustainable customer loyalty in the petrochemical industry: the effect of service innovation, product quality, and corporate image with customer satisfaction as a mediator, 16(1), 1-24.
Satria Mulia, C., Afriapoll, S. (2021) The effect of product quality, service quality, price on product purchasing decisions on customer satisfaction, 2(1),61-70.
Swati Sabale. (2021) An overview on supplier qualification process in pharmaceutical industry, 6(3), 722-728.
Syah Arman. (2021) Manajemen Pemasaran Kepuasan Pelanggan. Bandung: Widina Bhakti Persada.