Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Novia Wulan Sari / 15090112
Program Studi Pendidikan Ekonomi
Pembimbing I Mareta Kemala Sari
Pembimbing II Stevani,
Tahun 2019

Abstrak :

            This study aims to determine the effect of service quality, brand image, word of mouth, and trust on customer loyalty with customer satisfaction as an intervening variable (Case stduy of Beautylicious customer in Padang City). The result of this study indicate that: (1) service quality has a significant effect on customer loyalty. This is evidenced from the t value of 3.012; (2) brand image has significant effect on customer loyalty. This is evidenced from the t value of 6.027; (3) word of mouth has a significant effect on customer loyalty. This is evidenced from the t value of 7.421; (4) trust has a significant effect on customer loyalty. This is evienced from the t value 2.982; (5) satisfaction has a significant effect on customer loyalty. This is evidenced from the t value of 3.068; (6) service quality doesn’t effect customer loyalty mediated by customer satisfaction. This us evidenced from the t value of 1.353; (7) brand image doesn’t effect customer loyalty mediated by customer satisfaction. This is evidenced from the t value of -0.195; (8) word of mouth influences customer loyalty which is mediated by customer satisfaction. This is evidenced from the t value of of 10.353; (9) trust influences customer loyalty which is mediated by customer satisfaction. This is evidenced from the t value of 5.562.”

Keyword :

Customer Loyalty, Service Quality, Brand Image, Word of Mouth, Trust, and Satisfaction.

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