Pengaruh Trust Dan Kualitas Layanan Terhadap Loyalitas Konsumen Yang Dimediasi Oleh Kepuasan Konsumen (Studi Pada Mahasiswa Penggun Shopee Di Kota Malang)

Abstract

Abstract

This study aims to analyze the influence of trust and service quality on customer loyalty, with customer satisfaction serving as a mediating variable among Shopee users in Malang City. A quantitative approach was employed using a survey of 80 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that trust and service quality have a positive and significant effect on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction also significantly mediates the relationship between trust and service quality with customer loyalty. These findings support the Expectation Confirmation Theory (ECT), which explains that customer loyalty is formed when the services received meet or exceed customer expectations, leading to higher satisfaction. Practically, the findings suggest that improving trust and service quality is essential for enhancing customer satisfaction and maintaining customer loyalty on the Shopee platform.

Keywords: Trust, Service Quality, Customer Satisfaction, Customer Loyalty, Shopee, Expectation Confirmation Theory (ECT).