PENGARUH KEPERCAYAAN, KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA BENGKEL KHARISMA MOTOR DI KOTA PADANG

Abstract

This study was directed to examine the influence of trust, service quality and customer satisfaction
to customer loyalty. The samples used were 77 respondents to the sampling technique is purposive
sampling. The data analysis technique used is multiple linear regression analysis. With the formula Y = a
+ b1x1 + b2X2 + b3X3 based on the results of data analysis is found the results of multiple linear
regression analysis, which is Y = 0.126 + 1,078 X1 + 0.113 X2 + 0224 X3, to determine the contribution
of variables independent of the dependent variable, the result coefficient determination of 95.9%, this
shows the influence of trust, service quality and customer satisfaction to customer loyalty workshop
Kharisma Motor amounted to 95.9%, while the remaining 4.1% is influenced by variables not examined
in this study. To test the hypothesis, test T-test where the results of the confidence 0.000, 0.001 service
quality and customer satisfaction 0009. so the results of this hypothesis is accepted because it was found
that trust, service quality and customer satisfaction and significant positive effect on customer loyalty
workshop Kharisma Motor.
Keywords: Customer loyalty, trust, service quality, customer satisfaction