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The Effect of Customer Trust and Satisfaction on Customer Loyalty Moderated by Service Quality
Abstract
This study aims to determine the effect of Trust and Ssatisfaction on Customer Loyalty moderated by Service Quality. The population in this study were customers at UD Santan Kelapa. The sample of this research is 100 customers of UD Santan Kelapa. This type of method is made using a quantitative approach and uses a questionnaire that is filled in directly by 100 respondents and then processes the data using Smart Partial Least Square (PLS). Statistical results from research data show that customer trust has a positive and significant effect on customer satisfaction, customer trust has a negative and insignificant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, service quality has a negative and insignificant impact on loyalty customers, service quality that moderates customer trust and customer satisfaction has a strong relationship with customer loyalty to UD Santan Kelapa customers.
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DOI: https://doi.org/10.33258/birci.v5i2.5303
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