| dc.description.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. | en_US |
