<![CDATA[ABSTRACTIn this study, the authors use customer satisfaction and trust in brand as independent variables to test how they affect customer retention. The population used in this study were consumers of the Indomaret Minimarket in Pasuruan. Where this population is a population whose numbers are not known with certainty. In this study, the sample was taken using non-probability sampling, using purposive sampling technique, the number of samples taken using the Lameshow formula and obtained 100 respondents. The analytical tool used is multiple linear regression using the SPSS program. The research results obtained from the t test results that customer satisfaction and trust in brand each have a positive effect on customer retention. Meanwhile, the results of the F test are obtained simultaneously that customer satisfaction and trust in brand have an effect on customer retention. The coefficient of determination seen in the adjusted R-squared value is 0.284 or 28.4%. Customer satisfaction is the dominant influence that affects customer retention compared to trust in brandKeywords : customer satisfaction, trust in brand, customer retentionABSTRAKDalam penelitian ini, penulis menggunakan customer satisfaction dan trust in brand sebagai variabel independen akan menguji bagaimana pengaruhnya terhadap retensi pelanggan. Populasi yang digunakan dalam penelitian ini adalah konsumen Minimarket Indomaret di Pasuruan. Dimana populasi ini merupakan populasi yang jumlahnya tidak diketahui secara pasti. Dalam penelitian ini pengambilan sampel menggunakan non-probability sampling, dengan menggunakan teknik purposive sampling, jumlah sampel yang diambil menggunakan rumus Lameshow dan didapatkan 100 responden. Alat analisis yang digunakan adalah regresi linier berganda dengan menggunakan program SPSS. Hasil penelitan didapatkan dari hasil uji t bahwa customer satisfaction maupun trust in brand masing-masing berpengaruh positif terhadap customer retention. Sedangkan hasil uji F didapatkan secara bersama-sama customer satisfaction dan trust in brand berpengaruh terhadap customer retention. Koefisien determinasi yang terlihat pada nilai adjusted R-squared adalah 0,284 atau 28.4%. Customer satisfaction merupakan pengaruh dominan yang mempengaruhi customer retention dibandingkan dengan trust in brand.Kata Kunci : customer satisfaction, trust in brand, customer retention ]]>
