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money is the highest predictor of customer satisfaction. Consumer satisfaction is influenced by pricing; if the price is acceptable and
equivalent to the product or service supplied, the customer will be satisfied. Customer satisfaction will drop if customers believe the prices
paid are not equivalent to the services they obtain (Indriana, 2021). Similarly, if the company's pricing is significantly more than its
competitors' without any distinct benefits over the services supplied, the consumer would be dissatisfied. In the customer satisfaction level
analysis, value for money had the least score with 78.8%. The results show the customers of Muhibbah Jaya Pharmacy had the least
satisfaction on value for money. Drugs are sold on the open market, with merchants and market forces determining drug costs. Customers
typically study and compare medicine costs at many pharmacies before asking for the lowest price at the pharmacy they have visited
previously. Customers have additional options from different retail pharmacies, as well as branded and generic medicines. Most people visit
many pharmacies to compare pricing and select the one that gives the best deal on the medicine they want. To conclude, value for money
has a positive and significant impact on customer satisfaction with pharmacy and also the highest predictor of customer satisfaction.
Pharmacy should focus on their pricing strategy, try to provide product value to customers and offer more promotion events to enhance
customer satisfaction.

H7: Service quality has a positive and significant impact on customer satisfaction with pharmacy.

The research findings show that the service quality has a positive and significant impact on customer satisfaction with pharmacy. This
hypothesis was accepted with p-value at 0.000 (p<0.05). The result is consistent with the previous research conducted by Anwar et al. (2019),
Harisman el al. (2021), and DAM et al. (2021). Ruzaihan, et al (2020) findings showed that service quality has a significant positive impact
on customer satisfaction on pharmaceutical stores. According to Parasuraman et al. (1988), service quality is defined as a customer's total
quality rating of a service provider based on a comparison of the customer's expectations with the perceived quality they get. The
characteristics that most affected satisfaction, according to Mahmoud and Mahmoud (2016), were pharmacy location, service quality, and
pharmacists' ability to read medication instructions. When it comes to service quality, the majority of aspects are connected to customer
satisfaction, which means that if service quality or performance does not satisfy the expectations of the customer, people will think about
and make judgments based on that quality (Anwar & Balcioglu, 2016). The items investigated under this dimension are the friendliness of
staff, employee knowledge, performance of staff, availability of staff to offer help. Based on the customer satisfaction level analysis, the
service quality is in high satisfaction level with a score of 89.9%. Customers want staff to be able to deal with them, offer clear and intelligible
drug information, and be knowledgeable enough to deliver correct service (Fauziah et al, 2019). Improving service quality means improving
product utilization and increasing satisfaction (Abdullah et al. 2017). As a result, when it comes to improving services, community
pharmacists should evaluate staff performance, and pharmacy employees should obtain adequate training and enhanced communication
skills. In conclusion, service quality has a positive and significant impact on customer satisfaction with pharmacy. Training programs can be
offered to employees due to the impact on customer satisfaction.

5.3 RESEARCH IMPLICATION

This study has investigated the factors that have positive and significant impacts on customer satisfaction for pharmacy. The research
findings found that the 5 dimensions which include facilities, reliability, process, value for money, and service quality have positive and
significant impact on customer satisfaction. In contrast, dimensions of additional services and product quality have no positive and significant
impact on customer satisfaction. Muhibbah Jaya Pharmacy should pay attention to dimension value of money due to the dimension being
the highest predictor of customer satisfaction and with least satisfaction among all dimensions. Pharmacy should focus on their pricing
strategy and develop prices that are more acceptable to customers. Another recommendation is that the pharmacy can train employees to
demonstrate and deliver product value to customers, and try to offer more promotion events to enhance customer satisfaction.
This study adds to the existing literature and helps marketers understand customer satisfaction, as well as providing pharmacies
recommendations and directions for improvement in order to boost customer satisfaction and retention. Therefore, if pharmacies take
customer perspectives into account and focus on relevant service elements, they may increase customer satisfaction and loyalty. To improve
effectiveness, personal interaction appears to be the most important factor for proper resolution. The location of the pharmacy should also
be easily accessible and convenient for customers. As a result, marketers and company owners should keep an eye on how to satisfy
consumers and boost customer satisfaction in order to increase customer retention and profit. High satisfaction will give customers a good
image of the company and create good word of mouth. If not, low satisfaction allows customers to spread their unpleasant buying experience,
which can lead to other consumers shunning the brand.

5.4 LIMITATION OF STUDY AND RECOMMENDATIONS

The study has various limitations that might be addressed in the future. The study was conducted in only one pharmacy which is
Muhibbah Jaya Pharmacy and the questionnaire was only distributed to the customers of the Muhibbah Jaya Pharmacy. The respondents
were limited to consumers near the Muhibbah Jaya Pharmacy area. Future research could expand the range of respondents by including more
pharmacies and other locations. There are limitations to conducting academic research in rural areas, and most target respondents are not
concerned with the purpose and significance of the research. Researchers can use simpler questions or simpler methods to create
questionnaires that allow respondents to understand what the questionnaire means.

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