Pengaruh Kualitas Pelayanan dan Kepercayaan terhadap Loyalitas Pelanggan dengan Kepuasan sebagai Variabel Intervening pada Mandiri Supermarket Medan

Abstract

This study aims fo determine and analyze the effects of service quality and

trust on customer loyalty with satisfaction as an intervening variable, in Mandiri Supermarket, Griya Medan. Nowadays, tight business competition has become a phenomenon clearly visible in society, especially in the field of retail. To win the competition and gain the expected profits, each business owner must be able to achieve customer loyalty in order to have regular and loyal customers for his her business. In addition to intense competition, customer loyalty can not always be obiained by simply achieving consumer satisfaction. There are other factors considered necessary, for example cultural influences, and consumer behavior who are attracted to new things to satisfy his curiosity, etc. The research population consists of customers of Mandiri Supermarket Griya Medan who have a member card. The research samples are taken using the probability sampling technique namely simple random sampling with a sample of 109 respondents. The research instrument is questionnaires and the research method used for hypothesis testing is Structural Equation Model (SEM). The results indicate that Service Quality has a Positive and significant effect on Customer Loyalty at Mandiri Supermarket Griya Medan; Customer Trust has a positive and significant effect on Customer Loyalty at Mandiri Supermarket Griya Medan: Customer Satisfaction has a positive and Significant effect on Customer Loyalty at Mandiri Supermarket Griya Medan; and Service Quality has a positive and significant effect on Customer Satisfaction at Mandiri Supermarket Griya Medan. In addition, Customer Trust has a positive and significant effect on Customer Satisfaction and it is able to mediate the effect of Service Quality on Customer Loyalty as well as Customer satisfaction is able to mediate the effect of Customer Trust on Customer Loyalty.