PENGARUH KEPERCAYAAN TERHADAP LOYALITAS DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (PENGGUNA SHOPEE MAHASISWA UNIVERSITAS PGRI ADI BUANA SURABAYA)

Abstract

This study aims to determine the effect of the variables to be examined, namely trust, customer satisfaction, and loyalty. The effects tested include the effect of trust on customer satisfaction, the effect of customer satisfaction on loyalty, the effect of consumer confidence on loyalty, the effect of customer satisfaction that can mediate consumer trust in loyalty. In this study used a sample of 99 respondents with a sampling technique using Proportional Randem Sampling. The data collection method used was a questionnaire. Data analysis uses path analysis. Based on the path analysis shows that the trust variable has a significant effect on customer satisfaction, with the t-value for the confidence variable of 6.498 with a significant value of 0.000 so that it is 0.000<0.05. The variable of customer satisfaction has a significant effect on loyalty, with the t-value for the variable of customer satisfaction of 3.984 with a significant value of 0.000 so that it is 0.000<0.05. The variable of consumer confidence has a significant effect on loyalty, with the t-value for the trust variable of 2.669 with a significant value of 0.009 so that 0.009<0.05.