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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Muhammad Khairil Anwar
Universitas Muhammadiyah Sumatera Utara
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE INFLUENCE OF CUSTOMER VALUE AND TRUST ON CUSTOMER LOYALTY AT PT MITRA PROTEKSI MADANI Muhammad Khairil Anwar; Mutia Arda
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

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Abstract

This study aims to examine and analyze the influence of Customer Value and Trust on Customer Loyalty at PT Mitra Proteksi Madani. This research employs a quantitative method with an associative approach. The population consists of all customers of PT Mitra Proteksi Madani, totaling 1,877 customers. The sample size was determined using the Slovin formula, resulting in 100 respondents. The sampling technique used was accidental sampling. The research data are primary data obtained through questionnaires distributed to customers of PT Mitra Proteksi Madani in Tebing Tinggi City. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The analysis stages included the Measurement Model (Outer Model) to assess the validity and reliability of the research instruments and the Structural Model (Inner Model) to analyze the relationships among latent variables. Hypothesis testing was conducted using the T-Statistic to determine the partial effects and a simultaneous test to examine the joint influence of Customer Value and Trust on Customer Loyalty. The results indicate that Customer Value has an influence on Customer Loyalty, Trust has an influence on Customer Loyalty, and Customer Value and Trust simultaneously influence Customer Loyalty at PT Mitra Proteksi Madani. These findings indicate that enhancing customers' perceived value and
Co-Authors Mutia Arda, Mutia