EFFECT OF TRUST, AND IMAGE COMPANY, CUSTOMER LOYALTY IN PADANG ABC BATTERY WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE

Abstract

This study examined the influence of trust, and corporate image, on customer loyalty for product ABC battery in the Padang city with customer satisfaction as an intervening variable. Respondents of this research was customers of ABC battery in Padang amount which of respondents was 80 respondents, sampling technique was purposive sampling method. Data were collected through questionnaires given directly to respondents. The method used inferential analysis using multiple linear regression, simple linear regression and hierarchical regression analysis.
Results this hypothesis test found that trust and corporate image have a significantly effect on the customers loyalty. Trust and corporate image have a significant influence on customer satisfaction. Customer satisfaction have a significantly effect on customer loyalty. Customer satisfaction has significant influence 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