Title:
THE EFFECT OF PRODUCT QUALITY AND CUSTOMER TRUST ON CUSTOMER SATISFACTION AND ITS IMPLICATIONS ON CUSTOMER LOYALTY PT. BANK ACEH SYARIAH, JANTHO BRANCH, ACEH BESAR DISTRICT

Authors:
Ian Fahmi,Sorayanti Utami and T. Meldi Kesuma ,Indonesia

Abstract:
This research aimed to analyze the effect of product quality (P-Quality) and customer trust(CTrust) on customer satisfaction (C-Satisfaction) and its impact on customer loyalty (CLoyalty).The sampling technique used was cluster sampling with the size of respondents as manyas 150 customers. The data analysis technique used was SEM (Structural Equation Model). The results proved that P-Quality significantly affected C-Satisfaction; C-Trust significantly affected C-Satisfaction; P-Quality significantly affected C-Loyalty; C-Trust significantly affected C-Loyalty; C-Satisfaction significantly affected customers loyalty; P-Quality significantly affected C-Loyalty through C-Satisfaction, and; C-Trust significantly affected CLoyalty through C-Satisfaction. In the model, the C-Satisfaction acted as a partial mediator for both independent variables in affecting the C-Loyalty. These findings make a positive contribution to the development of science, especially in the field of marketing science. The novelty of the research lies in the combination of causality theory so that it becomes a model in this study. Further research should be able to further develop this tested research model, by adding moderate variables such as religiosity or type of work (businessman or not), which are an interesting issue in the use of Bank Aceh Syariah. The findings of this model are also useful as a reference for regulators at Bank Aceh Syariah. To increase consumer loyalty, Bank Aceh Syariah should improve P-Quality and consumer confidence, to increase the level of consumer satisfaction so that it has an impact on their loyalty to Bank Aceh Syariah