Analisis Pengaruh Kepuasan Pelanggan terhadap Loyalitas Pelanggan yang Dimoderasi Oleh Kepercayaan Pelanggan Studi pada Nava Green Surakarta

This study aims to examine the effect of customer satisfaction on customer loyalty which moderated customer trust. The number of samples determined in this study were 126 respondents who were determined using a non probability sampling method. As an independent variable, namely customer satisfaction, and the dependent variable is customer loyalty and the moderating variable, namely customer trust. The analysis used included the validity test, reliability test, classic assumption test, moderated regression analysis, coefficient of determination test, F test and t test. The results of the analysis show that the variable customer satisfaction has a significant effect on customer loyalty, the variable customer trust has a significant effect on loyalty, and the variable customer trust moderates the effect of customer satisfaction on customer loyalty