The Effect of Trust and Service Quality On Loyalty Mediated by Customer Satisfaction at PT Bank Nusa Tenggara Timur, Waingapu Branch Office, Indonesia

This research aimed to find out and explain the effect of trust and service quality on loyalty mediated by customer satisfaction at PT Bank Nusa Tenggara Timur, Waingapu Branch Office. The samples of this research were 150 respondents who were provided by a questionnaire consisting of open-ended and closed-ended questions by applying SEM (Structural Equation Modeling) method with the help of the PLS Wrap Program. The research findings showed that: Trust has a positive and significant effect on Customer Satisfaction, Service Quality has a positive and significant effect on Customer Satisfaction, Trust has a positive and significant effect on Customer Loyalty, Service Quality does not have significant effect on Customer Loyalty, Customer Satisfaction has a positive and significant effect on Customer Loyalty, Customer Satisfaction is not proven to be an intervening variable between the effect of Trust and Customer Loyalty, and Service Quality has indirect effect on Customer Loyalty. Keywords: Trust, Service Quality, Customer Satisfaction, and Customer Loyalt