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.

Downloads

Published

2024-07-31

Issue

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

Section

Article