Pengaruh Harga, Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan Otentik Shoes Clean Kota Bekasi

Pingkan, Marta (2026) Pengaruh Harga, Kepuasan Pelanggan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan Otentik Shoes Clean Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the effect of Price, Customer Satisfaction, and Customer Trust on Customer Loyalty at Otentik Shoes Clean. This research uses a quantitative approach with a survey method. The population in this study consists of customers, with a sample of 100 respondents. Data were collected through questionnaires and analyzed using the Statistical Package for the Social Sciences (SPSS). The results of the instrument test showed that all statement items for the variables of Price, Customer Satisfaction, Customer Trust, and Customer Loyalty were valid and reliable. Multiple linear regression analysis produced the equation Y = 7.859 + 0.300X₁ + 0.216X₂ + 0.557X₃. The partial test (t-test) showed that Price had a positive and significant effect on Customer Loyalty, with t-count 6.903 > t-table 1.98498 and a significance value of 0.000 < 0.05. Customer Satisfaction had a positive and significant effect on Customer Loyalty, with t-count 2.664 > t-table 1.98498 and a significance value of 0.009 < 0.05. Customer Trust had a positive and significant effect on Customer Loyalty, with t-count 5.619 > t-table 1.98498 and a significance value of 0.000 < 0.05. The simultaneous test (F-test) showed that Price, Customer Satisfaction, and Customer Trust simultaneously had a positive and significant effect on Customer Loyalty, with F-count 81.641 > F-table 2.70 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.710 indicates that 71.0% of the variation in Customer Loyalty can be explained by Price, Customer Satisfaction, and Customer Trust, while the remaining 29.0% is explained by other factors outside the research model. Based on the results, it can be concluded that Price, Customer Satisfaction, and Customer Trust have a positive and significant effect on Customer Loyalty, both partially and simultaneously.

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