The effect of service quality on customer loyalty through satisfaction and trust as mediators (survey of nail art brand customers "it's rare" Yogyakarta)

Abstract

This research aims to analyze the influence of service quality on customer loyalty through satisfaction and trust as mediators for customers of the It's Rare brand Nail Art salon. This type of research is causality research which is tested statistically using Smart PLS. The sample for this research was 205 respondents who met the research criteria. Obtaining data from distributing questionnaires which were distributed via Google Form. The research results show that service quality has a significant effect on customer satisfaction, customer trust and customer loyalty. Customer satisfaction and customer trust can also have a significant effect on customer loyalty. By mediation, the research results found that customer satisfaction and customer trust were able to mediate the influence of service quality on customer loyalty.