THE EFFECT OF SATISFACTION AND TRUST ON THE LOYALTY OF CAR WASH CUSTOMERS OF LAMCINDO SURYA MAKMUR HYDRAULIC AUTOMOBILE COMPANY IN CIREBON CITY

Authors

  • Muhammad Nur Hari Universitas Swadaya Gunung Jati, Cirebon, Indonesia
  • Maidatul Khulwa Universitas Nasional, Jakarta, Indonesia
  • Dewi Melinda Fitri Universitas Swadaya Gunung Jati, Cirebon, Indonesia

Keywords:

satisfaction, trust, customer loyalty

Abstract

This study aims to determine the effect of satisfaction and trust on customer loyalty in Lamcindo Surya Makmur Hydraulic Automobile Company in Wells Ribbon City. By employing a random sampling procedure, a sample of 100 respondents was chosen, and IBM SPSS 24 was used to analyze the data for validity, reliability, classical hypothesis testing, regression analysis, t-tests, and F-tests. The analysis' findings demonstrated a strong positive association between customer loyalty, trust, and satisfaction. Based on statistical research, customer loyalty is influenced by happiness and trust together in 20.9% of cases, with other factors not included in this study accounting for the remaining 79.1%. This indicates that retaining and raising customer satisfaction levels will be essential to bolstering patronage of Lamcindo Surya Makmur Hydraulic Automobile Company in Cirebon City.

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Published

2024-07-31

How to Cite

Muhammad Nur Hari, Maidatul Khulwa, & Dewi Melinda Fitri. (2024). THE EFFECT OF SATISFACTION AND TRUST ON THE LOYALTY OF CAR WASH CUSTOMERS OF LAMCINDO SURYA MAKMUR HYDRAULIC AUTOMOBILE COMPANY IN CIREBON CITY. Cirebon International Conference on Education and Economics Proceeding, 1(1), 351–356. Retrieved from https://ejournalugj.com/index.php/cicee/article/view/9385

Issue

Vol. 1 No. 1 (2024): Ensuring SDGs of Education for Indonesian Economic Competitiveness through Literacy

Section

Article