PENGARUH PROMOSI, KUALITAS PELAYANAN, DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI KEPUASAN PELANGGAN

Abstract

This research aimed to find out and analyze the effect of promotion, service quality, and trust on customers’ loyalty which was mediated by customers’ satisfaction at CV. Trimedia Utama Surabaya. The research was quantitative. The population was customers who bought products at CV. Trimedia Utama Surabaya. Moreover, the data collection technique used purposive sampling. In line with that, there were 103 respondents as the sample. The instrument in the data collection technique used questionnaires, which had been validated and were reliable. Furthermore, the data analysis technique used Partial Least Square (PLS). The result showed that (1) promotion had a positive and significant effect on customers’ satisfaction, (2) service quality had a positive and significant effect on customers’ satisfaction, (3) trust had a positive and significant effect on customers’ satisfaction, (4) customers’ satisfaction had a positive and significant effect on customers’ loyalty, (5) promotion had a positive and significant effect on customers’ loyalty, (6) service quality had a positive effect on customers’ loyalty, (7) trust had a positive and significant effect on customers’ loyalty, (8) promotion had a positive and significant effect on customers’ loyalty through customers’ satisfaction, (9) service quality had a negative and insignificant effect on customers’ loyalty through customers’ satisfaction, (10) trust had a positive and significant effect on customers’ loyalty through customers’ satisfaction.