The Role of Trust in Mediating the Influence of Service Quality and Product Innovation on Customer Loyalty (A Study at Pt BPR Sari Wira Tama)

Study aim analyze role trust in mediate influence quality service and innovation product to loyalty Customers ( study at PT BPR Sari Wira Tama) . Population in study This is all over customers PT BPR Sari Wira Tama and samples determined use Slovin's formula so that obtained sample as many as 193 respondents . Data collection was carried out with use questionnaires , interviews and documentation . Data analysis was carried out with use analysis path . Analysis results show that quality service influential positive and significant to loyalty customers of PT BPR Sari Wira Tama, innovation product influential positive and significant to loyalty customers of PT BPR Sari Wira Tama, quality service influential positive and significant to trust in PT BPR Sari Wira Tama, innovation product influential positive and significant to trust in PT BPR Sari Wira Tama and trust has an influence positive and significant to loyalty customers of PT BPR Sari Wira Tama. Trust is able mediate influence quality service to loyalty customers of PT BPR Sari Wira Tama and trust are able mediate influence innovation product to loyalty customers of PT BPR Sari Wira Tama .