TRUST DAN SATISFACTION SEBAGAI VARIABEL MEDIASI PENGARUH SERVICE QUALITY DAN PRODUCT QUALITY PADA LOYALITAS KONSUMEN

Abstract

This research aims to examine the effect of service quality, customer’s satisfaction, trust, and customer’s loyalty. This research also wants to know the effect of mediate variables, trust and satisfaction, to customer’s loyalty. Samples of this research are customers that want to be loyal to clinic of beauty care “Be-Hati” in Surakarta. The number of sample is 200 respondents. Sampling technique used convenience sampling. Data were analyzed by structural equation model (SEM). The result of the research shows as follows: service quality has positive effect to satisfaction significantly, service quality has negative effect to trust significantly, trust has positive effect to customer’s loyalty significantly, satisfaction has positive effect to customer’s loyalty significantly, product quality has positive effect to trust significantly, and product quality has positive effect to satisfaction significantly. Researcher hopes that the result of the research can explain the effect of service quality, product quality, trust, and satisfaction to customer’s loyalty. Then, it will be used to understand for marketers to increase the customer’s loyalty. Key words: service quality, product quality, trust, satisfaction, customer’s loyalty