Open AccessPERAN KEPERCAYAAN DALAM MEMEDIASI KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PRODUK HIJAU MEREK HERBALIFE
Author(s) -
I Gede Mingga Suarmita,
Tjok Gde Raka Sukawati
Publication year - 2018
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i03.p05
Subject(s) - loyalty business model , nonprobability sampling , customer satisfaction , business , respondent , marketing , advertising , business administration , psychology , population , service quality , medicine , service (business) , political science , environmental health , law
The purpose of this study was to determine the effect of customer satisfaction on Herbalife customer loyalty in the city of Denpasar, to determine the effect of customer satisfaction and customer loyalty on Herbalife customer trust in Denpasar city, as well as to determine the role of trust mediating the effect of customer satisfaction on Herbalife customer loyalty in the city of Denpasar. The population in this study is all consumers who use Herbalife green products in the city of Denpasar. The method of determining the sample in this study is nonprobability sampling, which is a purposive sampling technique that uses the consideration that the respondent has a minimum of high school education and has used the Herbalife brand's green product for at least 3 months, so the number of samples is 100 respondents. The results showed that: 1) Customer satisfaction had a positive and significant effect on the trust of Herbalife customers in Denpasar City; 2) Customer satisfaction has a positive and significant effect on the loyalty of Herbalife customers in Denpasar City; 3) Trust has a positive and significant effect on Herbalife customer loyalty in Denpasar City; and 4) Trust positively and significantly mediates the effect of customer satisfaction on the loyalty of Herbalife customers in Denpasar City.
Keywords: customer loyalty, customer satisfaction, trust, green products