Analisis tentang hubungan faktor internal dan kepuasan customer Apotek Kimia Farma 275

AGUSTA, Herma Fanani, Dr. Sampurno, MBA., Apt

2010 | Tesis | S2 Ilmu Farmasi

Pelayanan kefarmasian telah mengalami perubahan paradigma dari drug oriented kepada patient oriented yang mengacu kepada pharmaceutical care. Dalam konteks pelayanan, quality merupakan bagian terbesar kompetensi yang dirasakan customer, responsiveness, dan empathy karyawan perusahaan yang berinteraksi dengan customer. Berbekal modal jaringan Apotek terluas di Indonesia, pemuncak market share bisnis Apotek di Indonesia (19%), dan pemegang Top Brand Award 2009 dan 2010, sudah seharusnya Apotek Kimia Farma 275 sebagai bagian dari jaringan PT Kimia Farma Apotek untuk mengukur dan meningkatkan kinerja pelayanan berdasarkan penilaian dan ekspektasi customernya. Penelitian bertujuan untuk mengetahui kekuatan dan kelemahan faktor internal, pengaruh faktor internal terhadap pelayanan, serta hubungan antara faktor internal dengan customer satisfaction pada Apotek Kimia Farma 275. Penelitian menggunakan instrumen SERVQUAL pada customer dan indepth interview pada manager. Penelitian dilakukan terhadap 100 customer, 1 manager, dan 2 asisten apoteker Apotek Kimia Farma 275 dengan rancangan penelitian deskriptif non eksperimental dan metode pengumpulan data kuesioner secara purposive random sampling dan dianalisis secara kualitatif. Hasil penelitian menunjukkan Gap terbesar berturut-turut adalah dimensi Reliability, Responsivenes, Assurance, Emphaty, dan Tangibles. Kekuatan faktor internal Apotek Kimia Farma 275 terletak pada brand Kimia Farma, lokasi strategis, dan memiliki klinik terbesar di antara Apotek Kimia Farma di area bisnis Yogyakarta. Kelemahan faktor internalnya adalah image mahal yang melekat pada brand Kimia Farma, IT yang bermasalah, jumlah karyawan yang di bawah jumlah ideal, dan kebijakan mutasi karyawan yang terlalu sering. Faktor internal Apotek Kimia Farma 275 secara kualitatif mempengaruhi kualitas pelayanan. Strengths yang dimiliki Apotek Kimia Farma 275 cenderung meningkatkan harapan customer terhadap kualitas pelayanan, sedangkan weaknesses cenderung mengurangi kualitas pelayanan. Lingkungan internal memiliki hubungan sebab akibat dengan kepuasan customer. Kepuasan customer yang rendah lebih disebabkan oleh harapan yang tinggi terhadap lingkungan internal Apotek Kimia Farma 275 dan capability yang tidak terorganisasi dengan rapi.

Pharmaceutical service already have paradigm shift from drug oriented to patient oriented which belong to pharmaceutical care. On the term of service, quality are the greatest competencies which is experienced by customers, employee’s responsiveness and empathy who interacting with customers. With its widest network of drugstore in Indonesia, the market leader of drugstore business in Indonesia (19%), and the seizer of Top brand Award 2009 and 2010, Kimia Farma 275 drugstore as part of PT Kimia Farma Apotek’s network should be measure and increase its services based on customers assessment and expectation. Research objective are to detect internal factor’s strength and weakness, internal factor’s influence toward service, and connection between internal factor and customer satisfaction on Kimia Farma 275 drugstore A Service quality approach with SERVQUAL instrument for customers and indepth interview with manager is needed to. This research conducted to 100 customers, one manager, and two pharmacist assistant of Kimia Farma 275 drugstore with non experimental descriptive research method and purposive random sampling method with qualitative analysis. Result shows the biggest gap in succession are reliability, responsiveness, assurance, emphaty, and tangibles dimension. Internal factor’s strengths of Kimia Farma 275 drugstore located on brand of Kimia Farma, strategic location, and biggest clinic ownnership between another Kimia Farma drugstores in Yogyakarta’s business area. The weaknesses is expensive image of Kimia Farma’s brand, IT problems, the number of employees under ideal quantity, and high frequency of employee rotation policy. Internal factor influence the service quality excessively. According to qualitative, strengths have an tendency to increasing demand of service quality. Weaknesses have an tendency to decrease service quality. Internal factor have causal connection with customer satisfaction. The lowness of customer satisfaction more influenced by high expectation of Kimia Farma 275 drugstore’s internal environment and unorganized capability.

Kata Kunci : Lingkungan internal,Kepuasan customer,Apotek Kimia Farma 275