The Effect of Trust and Customer Value on Loyalty: An Empirical Study in Indonesia

Euis, Soliha and Ali, Maskur and Suzy, Widyasari The Effect of Trust and Customer Value on Loyalty: An Empirical Study in Indonesia. Journal of Asian Finance, Economics and Business Vol 8 No 5 (2021) 1001–1010 1001.

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Abstract

The world of tourism is a tangible form of a global business trip, which is very promising because it will be estimated to be a sector capable of driving world economic growth resulting from tourists’ ever-increasing movement. Currently, in Indonesia, marketing activities in this sector are an integrated process, where the main target is providing customer satisfaction. Thus, the company’s marketing activities are expected to be in accordance with customer expectations. The essential purpose of this study was to analyze the mediating role of the effect of trust and customer value on loyalty. The population of this study was users of the Lentera Wisata service in Semarang City, Indonesia. The sampling used a purposive sampling method, with the criteria of male and female customers and customers who have used the Lentera Wisata Semarang service bureau more than once. The test employed multiple regression analyses and the Sobel test. The test results revealed that trust and customer value positively and significantly affected satisfaction. However, trust did not affect customer loyalty. Meanwhile, customer value and satisfaction significantly and positively influenced loyalty. Additionally, the Sobel test results revealed that satisfaction mediated the effect of trust and customer value on customer loyalty.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / Institution:	Fakultas Ekonomika dan Bisnis
Depositing User:	Fakultas Ekonomi
Date Deposited:	15 May 2024 07:32
Last Modified:	15 May 2024 07:32
URI:	https://eprints.unisbank.ac.id/id/eprint/10098

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