Diyanzah, Fero Army (2024) Pengaruh Kepercayaan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan (Studi Kasus pada Ud.Maju Bersama Group Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine the effect of Customer Trust and Customer Satisfaction to Customer Loyalty. The method used for data collection in this study is using primary data. The typeof research used by researchers is quantitative descriptive research. Sampling in this study were 100 respondents, With the results of the partial hypothesis test (t test) showing that the value of t count> t table, which means that customer trust (X1) has a significant positive effect on customer loyalty (Y). Partial hypothesis test (t test) shows that the value of t count> t table, which means customer satisfaction (X2) has a significant positive effect on customer loyalty (Y). In addition, the simultaneous hypothesis test (f test) shows the results of the value of f count> f table which meansthat customer trust (X1) and customer satisfaction (X2) simultaneously have a significant positive effect on customer loyalty (Y). The conclusion from the results of this study is that customer trust affects customer loyalty at UD. Maju Bersama Malang City. Customer satisfaction affects customer loyalty at UD. Maju Bersama Malang City. In addition, Customer Trust and Customer Satisfaction simultaneously have a positiveand significant effect on customer loyalty.

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