Journal of Social and Education Research Volume 03 Nomor 02 June 2025 e-ISSN: 3021-8977, Hal 110-117 Available online at: https://journal.larpainstitute.com/index.php/jser Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy Baiq Fitria Maharani1, Yusfina Himayanti2, Novia Dara Puspita2 1,2Universitas Nahdlatul Ulama NTB, Indonesia. Addres: Jl. Pendidikan No.06, Dasan Agung Baru, Kec. Selaparang, Kota Mataram, NTB 83125 Corresponding: maharanibaiq69@gmail.com Abstract. Satisfaction is a feeling of pleasure or disappointment that arises in a person after comparing impressions or perceptions of someone's performance or the results of a product, as well as expectations. The research objective is to determine the level of patient satisfaction with pharmaceutical services at Kamila Pharmacy. This research is descriptive research. The sample in this study consisted of 100 respondents at Kamila Pharmacy. The technique used was purposive sampling. The research results show that in the reliability aspect of drug information services, almost all respondents or 42% of respondents stated they were very satisfied and 45% of respondents stated they were satisfied, followed by quite satisfied at 9.2%, dissatisfied at 2.6%, and very dissatisfied at 1.2%. In the responsiveness aspect of drug information services, almost all respondents or 50% of respondents stated they were satisfied and 37% of respondents stated they were very satisfied, followed by quite satisfied at 7.6%, dissatisfied at 3.2%, and very dissatisfied at 2.2%. In the assurance aspect of drug information services, almost all respondents or 76% of respondents stated they were very satisfied and 19.5% of respondents stated they were satisfied, followed by quite satisfied at 3.25%, dissatisfied at 0.75%, and very dissatisfied at 0.5%. In the empathy aspect of drug information services, almost all respondents or 48.25% of respondents stated they were very satisfied and 42% of respondents stated they were satisfied, followed by quite satisfied at 6.25%, dissatisfied at 2.5%, and very dissatisfied at 1%. In the physical facilities aspect of drug information services, almost all respondents or 30.6% of respondents stated they were very satisfied and 51.2% of respondents stated they were satisfied, followed by quite satisfied at 11.4%, dissatisfied at 4.4%, and very dissatisfied at Keywords: Customer satisfaction, Service quality, Over-the-counter medications, Pharmaceutical services, Pharmacy 1. INTRODUCTION Pharmacies play a crucial role in the distribution of medicines and medical devices to the public. The existence of pharmaceutical service standards serves as a guideline for pharmaceutical personnel in carrying out their duties, aiming to prevent potential errors during the service process (Ministry of Health Regulation, 2017). High-quality healthcare services begin with the application of ethical management standards, including in pharmaceutical services. Pharmaceutical services bear direct responsibility to consumers, as they involve pharmaceutical preparations that aim to produce tangible outcomes in improving the quality of life. Pharmacies are one of the primary facilities that deliver such pharmaceutical services (Nikmatuzahro, 2018). Service quality refers to efforts made to meet customer needs and the accuracy in service delivery, balancing the customers’ expectations. There are two key factors that influence service quality: expected service and perceived service (Bahem, 2018). Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy Pharmaceutical services in pharmacies must adhere to the Regulation of the Minister of Health of the Republic of Indonesia Number 73 of 2016 concerning Standards of Pharmaceutical Services in Pharmacies to ensure that the services provided to consumers are safe, high-quality, and in accordance with established standards. To determine the effectiveness of pharmaceutical services in pharmacies, it is essential to assess consumer satisfaction. Consumer satisfaction serves as a benchmark for the quality of pharmaceutical services received and becomes a reference point to evaluate whether the services meet both the established standards and consumer expectations. One of the most common pharmaceutical services provided in pharmacies is self-medication, also known as over-the-counter (OTC) drug services (Peter et al., 2017). Several studies have shown that consumer assessments of self-medication services in pharmacies can be evaluated based on drug availability, staff responsiveness to consumer inquiries regarding medications, as well as the service quality and competence of pharmacy personnel in delivering pharmaceutical information (Bertawati, 2013). Measuring consumer satisfaction with healthcare services is an important indicator in evaluating the overall quality of healthcare delivery. Unmet consumer satisfaction becomes a primary concern for pharmacy management, necessitating strategic decisions to improve service quality. Moreover, consumer satisfaction with both services and products significantly impacts the sustainability and reputation of a pharmacy (Moore et al., 2013; Narendra et al., 2017). The aim of this study is to analyze consumer satisfaction with the quality of over-thecounter (OTC) drug services at Kamila Pharmacy, as a basis for evaluating and improving the quality of pharmaceutical services. 2. METHODE The type of research used in this study is descriptive research, which aims to realistically and objectively describe phenomena occurring within society (Bagyono, 2019). This study was conducted to obtain an overview of consumer satisfaction levels regarding the quality of overthe-counter (OTC) drug services at Kamila Pharmacy. The population consisted of all consumers who purchased OTC drugs at Kamila Pharmacy and met the inclusion and exclusion criteria. The sample size was determined based on the average monthly number of consumer visits, using a specific margin of error calculated with the Slovin formula (Sugiyono, 2011), and respondents were selected through purposive sampling based on predetermined criteria. The inclusion criteria included: (1) consumers aged 19 years and above, (2) those who 111 VOLUME 3, NO. 2, JUNE 2025 Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy performed self-medication and received OTC drugs at Kamila Pharmacy, (3) those willing to participate and complete the questionnaire, and (4) individuals who were literate. Meanwhile, the exclusion criteria comprised: (1) consumers who attempted self-medication but the required drug was unavailable at the pharmacy, (2) those unwilling to fill out the questionnaire, (3) consumers purchasing drugs on behalf of others, and (4) consumers buying drugs with a doctor’s prescription. The research instrument used was a questionnaire based on the five dimensions of service quality in the SERVQUAL model: Reliability, Responsiveness, Assurance, Empathy, and Tangibles. Data collected through the questionnaire were processed and analyzed using Microsoft Excel and presented in tables, graphs, or diagrams to illustrate the quality of OTC drug services at Kamila Pharmacy. Consumer satisfaction levels were measured using a satisfaction survey based on the five service dimensions, with the average satisfaction score calculated by dividing the total score obtained by the number of respondents (Astuti, 2021), which was then used to reflect consumers' perceptions of the services provided. 3. RESULT AND DISCUSSION a. Characteristic The characteristics of respondents in this study were categorized into seven groups: age, gender, income level, education, occupation, frequency of visits to the pharmacy, and the intended use of the purchased medication. This is consistent with the findings of Bahem (2017), which state that respondent satisfaction levels can be influenced by factors such as gender, age, education, and occupation. The detailed characteristics of the respondents in this study are presented in the following table. Table 1. Characteristic Characteristic Frequency % 17–19 years 20 20% 20–49 years 45 45% 50 years and above 35 35% Male 40 40% Female 60 60% < Rp 1,000,000 12 12% Rp 1,000,000 – 5,000,000 53 53% > Rp 5,000,000 35 35% Age Gender Income Level 112 VOLUME 3, NO. 2, JUNE 2025 Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy Education Level Did not complete elementary school 1 1% Elementary school 7 7% Junior high school 10 10% Senior high school 38 38% Higher education 44 44% Student 12 12% Private employee 19 19% Entrepreneur 20 20% Housewife 20 20% Civil servant 25 25% Others 4 4% First time 17 17% 2–5 times 42 42% More than 5 times 41 41% For self 50 50% For family 47 47% For others 3 3% Occupation Frequency of Pharmacy Visits Purpose of Drug Purchase Based on the table above, it can be seen that the highest percentage of respondents were aged between 20–49 years (45%). This is because individuals in this productive age range are generally more aware of the importance of health and therefore tend to purchase quality health products from trusted pharmacies that offer competent and high-quality services. According to Hermawati (2012), the 20–49 age range falls into the workingage category. Consequently, self-medication is often preferred as a method of treating minor ailments amid their busy schedules (Hermawati, 2012). The majority of respondents were female (60%), compared to male respondents (40%). This may be attributed to a higher number of female visitors engaging in selfmedication and being more willing to participate in interviews compared to male visitors. The highest percentage of respondents by occupation were civil servants (25%), and the most common income range was between Rp. 1,000,000 and Rp. 5,000,000 (53%). This could be due to the strategic location of Kamila Pharmacy, which is situated near schools and government offices. In terms of education, respondents with higher education (university level) accounted for the largest proportion (44%), indicating that individuals with higher 113 VOLUME 3, NO. 2, JUNE 2025 Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy education are more likely to engage in self-medication and actively seek information about the medicines they use. This finding aligns with Suherman (2018), who stated that individuals with lower education levels tend to have less knowledge about selfmedication and are more likely to consult a doctor, whereas those with higher education are more inclined to self-medicate (Suherman, 2018). Regarding frequency of visits, the majority of respondents (42%) had visited the pharmacy 2–5 times. This suggests that most respondents are repeat customers. Furthermore, most respondents reported purchasing medicine for themselves (50%), followed by family members (47%). This finding is consistent with previous studies indicating that the majority of individuals choose self-medication based on prior personal or family experience with certain medicines (Harahap, 2015). b. Customer Satisfaction Level at Kamila Pharmacy 1) Customer Satisfaction Level in the Reliability Dimension Tabel 2 Customer Satisfaction Level in the Reliability Dimension No. Service Indicator A1 Information about the medication is 36 36 50 50 9 9 4 4 1 1 clearly conveyed by the pharmacist Affordable 44 44 45 45 7 7 3 3 1 1 medication prices Consumers receive clear information on 30 30 50 50 10 10 6 6 4 4 drug usage Speed of service 50 50 40 40 10 10 0 0 0 0 delivery Accurate dispensing 50 50 40 40 10 10 0 0 0 0 of medication Total 210 42 225 45 46 9.2 13 2.6 6 1.2 Based on the table above, it can be seen that in the aspect of reliability in drug A2 A3 A4 A5 V S (5) F % S (4) F % FS (3) F % D (2) F % VD (1) F % information services, most respondents expressed high levels of satisfaction: 42% stated they were very satisfied, 45% satisfied, 9.2% fairly satisfied, 2.6% dissatisfied, and 1.2% very dissatisfied. Drug information service is provided by pharmacists who deliver clear and accurate information to patients. The aim of drug information service is to offer patients or the public unbiased information about medications that has been critically evaluated with the best available evidence across all aspects of drug use (Badriya, 2021). 2) Consumer Satisfaction Level on the Responsiveness Dimension Tabel 3. Consumer Satisfaction Level on the Responsiveness Dimension 114 VOLUME 3, NO. 2, JUNE 2025 Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy No. Service Indicator C1 VS (5) S(4) FS (3) D (2) VD (1) F % F % F % F % F % Staff have knowledge about medications 77 77 23 23 0 0 0 0 0 0 C2 Staff are friendly and trustworthy 70 70 20 20 5 5 3 3 2 2 C3 The quality of the medication provided is guaranteed 80 80 15 15 5 5 0 0 0 0 The medication provided corresponds to the request 77 77 20 20 3 3 0 0 0 0 304 76 78 19.5 13 3.25 3 0.75 2 0.5 C4 Total From the table above, it can be seen that in the Assurance aspect of drug information services, the majority of respondents 76% reported being very satisfied, 19.5% were satisfied, 3.25% were fairly satisfied, 0.75% were dissatisfied, and 0.5% were very dissatisfied. Knowledge about medications provides a sense of safety and trust, which in turn positively influences the quality of service and leads to higher levels of consumer satisfaction. 3) Customer Satisfaction Level in the Empathy Dimension No. D1 D2 D3 D4 115 Service Indicator Staff pay attention to patients' complaints Staff provide services regardless of social status Good communication is established between staff and patients Staff do not let patients wait too long VS (5) F % S(4) F % FS (3) F F D (2) % F VD(1) % F 28 28 48 48 10 10 10 10 4 4 55 55 40 40 5 5 0 0 0 0 55 55 40 40 5 5 0 0 0 0 55 55 40 40 5 5 0 0 0 0 VOLUME 3, NO. 2, JUNE 2025 Analysis of Consumer Satisfaction Levels on the Quality of Over the Counter Drug Services at Kamila Pharmacy Total 193 48.25 168 42 25 6.25 10 2.5 4 1 Based on the table above, it can be seen that in the aspect of Empathy in drug information services, nearly half of the respondents (48.25%) stated that they were very satisfied, 42% were satisfied, 6.25% were fairly satisfied, 2.5% were dissatisfied, and 1% were very dissatisfied. According to previous research, the sense of empathy demonstrated by pharmaceutical technical staff has a significant impact on patient satisfaction. Patients tend to evaluate healthcare providers based on their attitude and politeness when delivering services (Hendra, 2018). 4) Satisfaction Level on the Tangible Dimension No. E1 E2 E3 E4 E5 Service Indicators VS (5) F % F S(4) % F FS (3) F D (2) % F VD (1) % F The pharmacy looks 30 30 50 50 10 10 5 5 5 5 tidy and clean The room layout 25 25 53 53 15 15 5 5 2 2 appears neat Medicines are 33 33 50 50 10 10 5 5 2 2 completely available Pharmacy staff wear clean and neat 40 40 50 50 7 7 2 2 1 1 uniforms The toilet is fragrant 25 25 53 53 15 15 5 5 2 2 and clean Total 153 30.6 256 51.2 57 11.4 22 4.4 12 2.4 Based on the table above, it can be seen that in the aspect of physical facilities in drug information services, nearly all respondents—30.6%—stated that they were very satisfied, and 51.2% stated they were satisfied. Furthermore, 11.4% were fairly satisfied, 4.4% dissatisfied, and 2.4% very dissatisfied. According to a study by Purbohastuti (2018), physical appearance has a positive influence on consumer loyalty and is associated with the intention of repeat visits. This finding is consistent with research by Badriya (2021), which showed that 83.15% of patients were very satisfied with the physical appearance of a pharmacy in Bareng, Malang City. 4. CONCLUSION The research results show that in the reliability aspect of drug information services, nearly all respondents 42% stated they were very satisfied, and 45% stated they were satisfied. Furthermore, 9.2% were fairly satisfied, 2.6% were dissatisfied, and 1.2% were very dissatisfied. In the responsiveness aspect, 50% of respondents stated they were satisfied, 37% were very satisfied, 7.6% were fairly satisfied, 3.2% were dissatisfied, and 2.2% were very dissatisfied. 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