Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan

Intensifying business competition requires every company to maintain its customers through the development of strong customer loyalty. This research aims to analyze the influence of customer trust and customer satisfaction on customer loyalty. The study employs a quantitative approach with a descriptive and verificative research design. The research sample comprises 150 respondents selected using non-probability sampling with purposive sampling method. Data analysis was conducted using IBM SPSS Statistics software. The findings demonstrate that customer trust and customer satisfaction, both individually and simultaneously, have a positive and significant influence on customer loyalty. The coefficient of determination indicates that 68.9% of the variation in customer loyalty can be explained by customer trust and satisfaction, while the remaining portion is influenced by other variables not examined in this study. The research implications affirm that strengthening customer trust and enhancing customer satisfaction constitute fundamental strategies for building sustainable customer loyalty.