PENGARUH KEPERCAYAAN DAN KEPUASAN TERHADAP LOYALITAS NASABAH DI PT. BPRS SURIYAH KANTOR PUSAT CILACAP

Abstract

This study aims to analyze the effect of trust and satisfaction on customer loyalty. The research method used is a quantitative method. This research uses Nonprobability Sampling. The sample in this study amounted to 90 respondents. Data collection instruments using questionnaires and interviews. The dependent variable is the customer loyalty variable and the independent variable is customer trust and satisfaction. From the research, it shows that trust significantly influences customer loyalty, this is evidenced by is greater than   (2,286> 1,987). And satisfaction has a significant effect on customer loyalty, this is evidenced by  is greater than  (4.943> 1.987). While the results of the simultaneous test of trust and satisfaction variables have a significant significant effect ( 555,075 > 3.10) on customer loyalty at PT. SRB Suriyah Cilacap Head Office. This shows that, the higher the level of customer trust and satisfaction provided, the higher the level of customer loyalty and the number of customers at PT. SRB Suriyah, Cilacap Head Office.

 Keywords: Trust, Satisfaction, Loyalty