PENGARUH KEPUASAN DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN AUTO 2000 SUNGKONO SURABAYA

Abstract

Currently, the tight competition in the car repair shop business has made business practitioners in this field try hard to maintain their existence including the Auto 2000 Car Repair Shop Sungkono Branch Surabaya. One of the ways is to create the customer loyalty.This research is meant to analyze the influence of customer satisfaction and customer trust to the customer loyalty at Auto 2000 Car Repair Shop Sungkono Branch Surabaya. This research has been done by using purposive sampling technique and 100 respondentswhoare the customers that have ever used maintenance service of Toyota vehicle and its warranty period has expired. Meanwhile, the data analysis technique has been done by using multiple regressions analysis with the instrument of SPSS. The indicators of customer satisfaction i.e.: Confirmation ofexpectations, re-purchase interests andoverallcustomersatisfaction. And the indicators of customer trust are: integrity perception, good perception and competency perception.The result of this research states that customer satisfaction and customer trust have positive influence to the customer loyalty both regressions model or even the partial hypothesis test. And it has been found that the dominant in influencing customer loyalty in this research is customers satisfaction. Keywords: Customer Satisfaction, Customer Trust, Customer Loyalty.

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