THE ROLE OF SERVICE QUALITY AND TRUST TO BUILD CUSTOMER LOYALTY THROUGH SATISFACTION ( A CASE STUDY : BNI CUSTOMER AT ANDALAS UNIVERSITY )

The research has the purpose to analyze the role of service quality and trust to build customer loyalty through satisfaction for BNI customer at Andalas University. The data obtained troughs questionnaire, and sample were drawn from 145 respondents. The data analyzed by using SmartPLS 3.2.7. In this research there are two variables, those are dependent variable which is service quality, trust and satisfaction as independent variable and the dependent variable which is customer loyalty. The finding indicated that service quality has a significant effect on customer satisfaction, trust has a significant effect on customer satisfaction, and customer satisfaction has a significant effect on customer loyalty . Keywords: service quality, trust, customer satisfaction, customer loyalty