Analisis Pengaruh Trust, Consumer Satisfaction dan Perceived Value terhadap Loyalty dengan Commitment sebagai Variabel Mediasi ( Studi Kasus pada Pelanggan the Sunan Hotel Solo )

Oleh :
Eko Yudi Harmanto - F1205040 - Fak. Ekonomi dan Bisnis

The objective of research is to examine the effect of trust, consumer satisfaction and perceived value on the loyalty with commitment as the mediating variable. In this study the relationship consumer loyalty encompasses three following things: trust, consumer satisfaction an perceived value. The sample of research was the user of Solo The Sunan Hotel’s service as many as 120 respondents. The sampling technique used was convenience sampling. Hypothesis in this research are variable trust, consumer satisfaction, and perceived value have direct influence with loyalty; variable trust, consumer satisfaction, and perceived value have indirect influence with loyalty; variable commitment have direct influence with loyalty. The analysis instrument used to test the fitness of model and hypothesis proposed was SEM method with AMOS 16 program aid. The result of analysis shows that the values size existing in the goodness of fit is Chi-square (123,3) at significance level (0,27), RMSEA (0,048), CMIN/ df (1,297), GFI (0,906), AGFI (0,834), TLI (0,973), and CFI (0,983). For the parameter estimation, it is shown that all paths estimated are significant. The conclusion that can be drawn is that from seven hypotheses proposed, in fact all of them are supported. It indicates that the trust, consumer satisfaction, perceived value affects positively the commitment and loyalty. Based on the result of research, the recommendation given is that in the attempt of increasing the commitment and loyalty, the company should improve the trust, consumer satisfaction and perceived value by optimizing the company’s entire capabilities and evaluating intensively the unsatisfactory service.