PENGARUH SERVICE QUALITY DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY DENGAN MENGGUNAKAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA APLIKASI ZOOM MEETING DI KOTA PONTIANAK
Abstract
This study aims to determine the effect of service quality and customer trust on customer loyalty by using customer satisfaction as an intervening variable in the Zoom Meeting application in Pontianak City. The type of research used is quantitative research in the form of causal associative, and data collection techniques are carried out through distributing questionnaires. The population in this study are users of the Zoom Meeting application in Pontianak City. The number of samples taken in this study were 100 respondents using the sampling technique, namely non-probability sampling with purposive sampling method, and the analytical tool used was SEM (Structural Equation Model) using SmartPLS 3.0.
The results showed that service quality and customer trust had a positive and significant effect on customer satisfaction. Service quality and customer trust have a positive and significant effect on customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction mediates service quality and customer trust in customer loyalty.
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