Pengaruh Customer Satisfaction, Brand Image dan Brand Trust terhadap Customer Loyalty di Saga Social Space

Calista, Fidela (2024) Pengaruh Customer Satisfaction, Brand Image dan Brand Trust terhadap Customer Loyalty di Saga Social Space. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

The purpose of this study was to determine the influence of Customer Satisfaction, Brand Image and Brand Trust on Customer Loyalty in Saga Social Space. The research method used is descriptive with a quantitative approach. The data used were obtained from interviews, observations and questionnaires with sampling to 100 respondents. Data analysis using statistical tests and calculations with multiple liniear regression analysis. The results of the analysis showed that the F value of the compute by 83.626 was greater than the F of table 2.70. These results show that customer satisfaction, brand image, brand trust together have a significant impact on customer loyalty. Furthermore, the results of the t-test obtained that X1 = 3.774 with a significant degree of 0.000 less than 0.05 indicating that customer satisfaction has a positive and significant effect on customer loyalty. Then the brand image variable has a positive and significant effect on customer loyalty, this is proved from the test value t that is thitung X2 = 2.704 with a significant degree of 0.008 less than 0.05 and the variable brand trust on customer loyalty, this is proved from the test value t that is thitung X3 = -0.477 with a significant degree of 0.635 greater than 0.05 These results explain that brand trust has no and significant effect on customer loyalty. The effect can be predicted using the regression equation Y = 4.902 + 0.406 (X1) + 0.434 (X2) — 0.036 (X3)

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