The Influence of Service Quality and Customer Relationship Marketing on Customer Loyalty Using Trust as a Mediation Variable in the Village Credit Institution (LPD) of Customary Village

Luh Komang Candra Dewi; Imade Hendra Saputra; Sourtua Marbun; Luh Kadek Budi Martini

doi:10.56982/dream.v2i08.146

Authors

Luh Komang Candra Dewi University of Triatma Mulya, Indonesia
Imade Hendra Saputra University of Triatma Mulya, Indonesia
Sourtua Marbun University of Triatma Mulya, Indonesia
Luh Kadek Budi Martini Runata College of Business, Indonesia

DOI:

https://doi.org/10.56982/dream.v2i08.146

Keywords:

service quality, customer relationship marketing, customer loyalty, trust

Abstract

This study aims to determine the effect of service quality and customer relationship marketing on customer loyalty with trust as a mediating variable. This research was conducted at the Kerobokan Customary Village LPD. The population in this study were all customers of the Kerobokan Customary Village LPD with a total of 26,768 people. The sample is determined using the slovin formula with a total sample of 100 samples. Collecting data in this study using questionnaires with data analysis techniques is SEM-PLS. The results of this study indicate that 1. E-service quality has a positive effect on customer loyalty. 2. Customer relationship marketing has a positive and significant effect on customer loyalty. 3. Trust has a positive and significant effect on customer loyalty. 4. Service quality has a positive and significant effect on trust. 5. Customer relationship marketing has a positive and significant effect on trust. 6. Trust is able to mediate the effect of service quality on customer loyalty. 7.Trust is able to mediate the influence of customer relationship marketing on customer loyalty.

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