THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE IN IMPROVING MARKETING PERFORMANCE BY MEDIATING CONSUMER TRUST TO INDOBAT PHARMACY DENPASAR

Abstract

Pharmacies are one of the companies that are required to be able to respond to various business problems, both in terms of business developments and various consumer demands. These conditions require pharmacy managers to be able to maintain business continuity face increasingly competitive competition and make continuous improvements to company activities as one way to improve the performance of company management. This research was conducted to analyze the influence of service quality and brand image on trust and marketing performance at the Indobat Pharmacy outlet in Denpasar as seen from the consumer's perspective. The research used in this research is quantitative research with a survey method using a questionnaire. The sampling in this research used a nonprobability sampling technique. The sample size used was 170 respondents, taken using the purposive sampling method. Then descriptive analysis and path analysis were carried out using structural equation modeling using the help of Smart PLS software. The conclusion of this research shows that service quality has an insignificant positive effect on marketing performance. Brand image has a positive and significant effect on marketing performance. Service quality has a significant effect on consumer trust. Brand image has a positive and significant effect on consumer trust. Consumer trust has a positive and significant effect on marketing performance. Consumer trust fully mediates the relationship between service quality and increased marketing performance. This result is the novelty of the research. However, consumer trust partially mediates the relationship between brand image and improving marketing performance.

Keywords

• service quality
• brand image
• consumer trust
• marketing performance
• pharmacy