An analysis on the influence of customer loyalty program and service quality on customer loyalty with trust as a mediation variable on Samsung mobile phone

摘要

This study aims to determine the effect of customer loyalty programs and service quality on customer loyalty with trust as a mediation variable on Samsung mobile phone products. Variables in this research are customer loyalty program, service quality, trust, and customer loyalty. Respondents of this research were Samsung Smartphone users in Yogyakarta. The number of samples of this study was 153 people with convenience sampling technique. Structural Equation Modeling (SEM) was used as an Analysis technique. The results of this research show (a) the loyalty program has a positive and significant influence on customer trust and customer loyalty. (b) the quality of service has a positive and significant influence on customer trust and customer loyalty. (c) customer trust has a positive and significant influence on customer loyalty. (d) customer loyalty program has a positive and significant influence on customer loyalty with trust as a mediation variable. (e) the quality of service has a positive and significant influence on customer loyalty with trust as a mediation variable.