PENGARUH CITRA PERUSAHAN, KEPERCAYAAN, DAN HARGA TERHADAP LOYALITAS PENGGUNA JASA

Abstract

In a tight competition condition, each company should be able to survive, and even should be able to continue to
grow. The competition in sustaining customer loyalty has occurred; marketers really expect that they can retain
their regular. This research is meant to test the partial influence of company image, trust and price to the loyalty
of service users of PT Pos Indonesia (Persero) Surabaya. The type of this research is quantitative which has been
done by using conclusive research method and the sample collection technique has been done by using purposive
sampling. The data has been employed by using the primary data in the form of questionnaires and 100 people
have been selected as samples. Meanwhile, the analysis technique has been done by using multiple linear
regressions. Based on the result of model feasibility test, it has been found that the company image, trust and
price variables have significant influence to the loyalty of service users. based by using t test, it has been found
that each variable i.e.: company image, trust and price variables have positive and significant influence to the
loyalty of service users, and the company image is the variable which has dominant influence to the loyalty of
service users.

Keywords: Company Image, Trust, Price and the Loyalty of Service Users.