PENGARUH KUALITAS LAYANAN, KEPERCAYAAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA UNIT USAHA SIMPAN PINJAM BUMDES KARYA MULYA ABADI DESA BLIMBING REJOTANGAN TULUNGAGUNG

Abstract

The purpose of this study is to determine the effect of service quality, trust and customer satisfaction on customer loyalty in the savings and loan unit by Mulya Abadi, Blimbing Rejotangan Tulungagung village. This type of research is quantitative research. The sample in this study were 30 respondents who were taken using a saturated sampling technique. The data analysis technique uses multiple linear regression analysis accompanied by partial tests (t-test) and simultaneous tests (f-test). The calculation process uses SPSS 26.0. The results of multiple linear regression testing on the f-test explain that this research can be said to be feasible, because the significance value shows 0.021 <0.05. So simultaneously it has a significant positive effect on the customer loyalty variable (Y). Whereas the t-test shows that the service quality variable (X1) is worth 0.638> 0.05, the trust variable (X2) is worth 0.341> 0.05 and customer satisfaction (X3) is worth 0.111> 0.05. So, in this study it can be concluded that all dependent variables have a positive but not significant effect on the independent variables. So that basically the higher the level of service quality, trust and customer satisfaction provided will affect customer loyalty of the Bumdes Savings and Loans unit, Karya Mulya Abadi, Blimbing Village, Rejotangan, Tulungagung.