ONLINE CUSTOMER LOYALTY TOWARDS MEDICINAL PRODUCTS POST COVID-19 PANDEMIC

• Main Author: Saffana Buchari, Hasya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80829
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic brought opportunities towards online shopping due to the restrictions in activities. In the health sector, companies are adapting to the situation as the demand for this sector increases due to the nature of the pandemic. One of the forms of adaptations is the focus on online and digital marketing. As the COVID-19 pandemic comes to an end, health companies are experiencing different results in the aftermath of the pandemic. Customers are shifting back towards offline purchases and online purchasing experienced an impact towards it. This study intends to solve the problems that companies experienced in the aftermath of the pandemic by researching on the fulfillment of customer satisfaction that will lead up to customer retention which then results in customer loyalty towards the company and by doing so generating sales and revenue for the company. The research questionnaire was done through a quantitative method, generating 206 total respondents who purchased medicine or health products online that are located in the Jabodetabek area. The result showed that customer satisfaction has a positive impact on customer loyalty for purchasing medicine and health products through online. The factors that are considered significant influencing the level of customer satisfaction are security, cost, convenience and customer trust but especially the latter two.