PENGARUH KEPERCAYAAN DAN CITRA PERUSAHAAN TERHADAP LOYALITAS PELANGGAN PADA MASKAPAI PENERBANGAN LION AIR DI KOTA PADANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

Abstract

This study examined the effect on trust and corporate image on customer loyalty Lion air in the city of Padang with customer satisfaction as an intervening variable, respondents of this study are customers Lion air in the city of Padang. With the sample size is 80 respondents, technical samples was purposive sampling method. Data were collected through questionnaires given directly to the respondents. The method used is descriptive analysis and inferential analysis using multiple linear regression, simple linear regression and Regression hirereical. The results of this study found that, hypothesis testing that trust and significant effect on customer loyalty, trust and corporate image have a significant effect on customer satisfaction, customer satisfaction significantly influence customer loyalty, customer satisfaction have a significant effect as an intervening variable between trust and customer loyalty and significantly affect customer satisfaction as an intervening variable between corporate image and customer loyalty.
Keywords : Trust, corporate image, customer satisfaction, customer loyalty.