PENGARUH WORD OF MOUTH DAN SERVICE QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER TRUST

ABSTRACT Banking competition in Indonesia is increasing rapidly. Banks are required to create customer trust from establish communication and service excellent that will ultimately create loyalty customers as a key to the business success. Bank OCBC NISP as a commercial bank not also can escape from the threats of competitions. This research was conducted at the branch Gunung Sahari in Central Jakarta, samples taken as many as 210 customers with purposive sampling methods. Data collected by questionnaires by using a 5-point likert scale to measure 30 indicators. The analysis technique used is Structural Equation Modelling (SEM) with the AMOS 22.0 program to calculate the effect of each variable. Result revealed that word of mouth and service quality both have positive and significant effect toward customer loyalty, customer trust has positive and significant effect toward customer loyalty, word of mouth and service quality both have no direct effect toward customer loyalty, and customer trust serve as mediating variable beetwen service quality and customer loyalty, but do not serve as mediating variable beetwen word of mouth and customer loyalty. Keywords: word of mouth, service quality, customer trust, customer loyalty