Pengaruh Kepercayaan Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Kartu Operator Seluler Simpati Di Desa Barudinding, Kecamatan Gapura, Kabupaten Sumenep, Madura)

ABSTRACTThis study aims to analyze the effect of trust and price on customer loyalty through satisfaction as an intervening variable for mobile operator card users in the village of Batudinding. The population in this study were customers of the sympathy cellular operator who had bought sympathy products with a sample size of 80 respondents. The sample used in this study using judgment sampling method which has been calculated using the Naresh K Malhotra method, amounting to 80 respondents. The analysis uses path analysis. The results of this study indicate that trust and price have an insignificant and insignificant effect on customer loyalty, trust and price have a significant effect on satisfaction, satisfaction has a positive and significant effect on customer loyalty, satisfaction is able to mediate the relationship between trust and price on customer loyalty. Keywords: trust, price, satisfaction, customer loyalt