PENGARUH KEPERCAYAAN TERHADAP KESETIAAN PELANGGAN YANG DI MEDIASI OLEH KEPUASAN DAN KOMITMEN PELANGGAN

Authors

  • Tanesya Nandyastuti Wibowo Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.
  • Waluyo Budi Atmoko Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.
  • Ariefah Yulandari Program Studi S1 Manajemen. Fakultas Ekonomi. Universitas Setia Budi Surakarta.

DOI:

https://doi.org/10.31001/cihams.v1i.59

Keywords:

Trust, Satisfaction, Commitment, Loyalty

Abstract

This study aims to examine the effect of trust on customer loyalty which is mediated by satisfaction and commitment. Customer loyalty to a product is reflected in the customer's habit to buy products continuously. Conversely, loyal customers mean a lo t to vendors, because the cost of acquiring new customers is more expensive than maintaining existing customers. Data were collected through a questionnaire distributed to Ella skin care customers. The research sample was 200 customers at Ella skin care. The sampling technique used istwo stage cluster sampling and hypothesis testing was carried out using Structural Equation Modeling (SEM). The test results show that all hypotheses are supported, that means consumer loyalty to a brand is caused by satisfaction and commitment to a company that is formed by trust.

Published

2020-11-24

How to Cite

Wibowo, T. N. ., Atmoko, W. B. ., & Yulandari, A. (2020). PENGARUH KEPERCAYAAN TERHADAP KESETIAAN PELANGGAN YANG DI MEDIASI OLEH KEPUASAN DAN KOMITMEN PELANGGAN. Conference on Innovation in Health, Accounting and Management Sciences (CIHAMS), 1, 255. https://doi.org/10.31001/cihams.v1i.59

Issue

Vol. 1 (2020): Proceeding 1st Setia Budi Conference on Innovation in Health, Accounting, and Management Sciences 2020

Section

Book Abstract