Prediksi Kualitas Pelayanan Dan Kepercayaan Terhadap Loyalitas Pelanggan: Kepuasan Pelanggan Sebagai Variabel Mediasi
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Abstract
The purpose of this research is to examine whether 1) service quality and trust can predict customer loyalty, 2) servie quality and trust can predict customer satisfaction, 3) customer satisfaction can predict customer loyalty and 4) customer satisfaction can mediate service quality and trust on customer loyalty. The samples are 153 respondents by online questionnaires with the nonprobability sampling technique with convenience sampling. Overall, the result of this study are 1) service quality and trust can not positively and significantly predict customer loyalty, 2) service quality and trust can positively and significantly predict customer satisfaction, 3) customer satisfaction can positively and significantly predict customer loyalty, 4) customer satisfaction can mediate the positive prediction of service quality and trust on customer loyalty.
Tujuan dari penelitian ini adalah untuk menguji apakah 1) kualitas pelayanan dan kepercayaan dapat memprediksi loyalitas pelanggan, 2) kualitas pelayanan dan kepercayaan dapat memprediksi kepuasan pelanggan, 3) kepuasan pelanggan dapat memprediksi loyalitas pelanggan dan 4) kepuasan pelanggan dapat memediasi kualitas layanan dan kepercayaan pada loyalitas pelanggan. Sampel penelitian adalah 153 responden dengan kuesioner online dengan teknik nonprobability sampling dengan convenience sampling. Secara keseluruhan, hasil penelitian ini adalah 1) kualitas layanan dan kepercayaan tidak dapat secara positif dan signifikan memprediksi loyalitas pelanggan, 2) kualitas layanan dan kepercayaan dapat memprediksi secara positif kepuasan pelanggan, 3) kepuasan pelanggan dapat secara positif dan signifikan memprediksi loyalitas pelanggan, 4) kepuasan pelanggan dapat memediasi prediksi positif kualitas layanan dan kepercayaan terhadap loyalitas pelanggan.
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