Pengaruh Kepuasan Pelanggan Terhadap Loyalitas Pelanggan yang Dimoderasi Oleh Kepercayaan Pelanggan

This study aims to analyze the influence of customer satisfaction on customer loyalty which is moderated by customer trust. This study is a quantitative study, which uses data collection techniques through questionnaires with 1-5 likert scale. The study population is all of customers at Starbucks®, while the sample in this study amounted to 100 respondences based on criteria. This study uses a Moderated Regression Analysis (MRA). Based on the result of the study, the first model show that the customer satisfaction variables positively and significantly affect on customer loyalty. Then in the second model shows that customer trust has a positive and significant effect on customer loyalty. In the third model shows that customer loyalty is not a moderating variable for the relationship between customer satisfaction and customer loyalty. Keyword: Customer Satisfaction, Customer Loyalty and Customer Trust