PENGARUH KUALITAS LAYANAN, KEPUASAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN PADA NINGRAT PARFUME SURABAYA

Abstract

The purpose of this study was to determine the extent to which service quality, satisfaction and trust affect customer loyalty at Ningrat Parfume Surabaya, East Java. This research use  population, population take of customers of Ningrat Parfume, amounting to 445 people, with the sample taken is 133 respondents. The side test is partial test, the results obtained that service quality variable  affects customer loyalty with a significance level of 0.000. The satisfaction variable affects customer loyalty with a significance level of 0.000. The trust variable affects customer loyalty with a significance level of 0.002, and simultaneously the independent variable affects customer loyalty at Ningrat Parfume Surabaya with a significance level of 0.000.