<![CDATA[This study aims to analyze the effect of Trust and Promotion on Customer Loyalty at PT. Pegadaian UPC Mapanget Office, both partially and simultaneously. This study employed a quantitative approach using descriptive and field research methods. The sample consisted of 100 respondents who were customers of PT. Pegadaian UPC Mapanget Office, selected using a purposive sampling technique. Data were collected through observation, questionnaires, and literature review. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.1 software. The results showed that Trust had a positive and significant effect on Customer Loyalty, with a path coefficient of 0.484, a t-statistic of 6.446, and a p-value of 0.000. Promotion also had a positive and significant effect on Customer Loyalty, with a path coefficient of 0.386, a t-statistic of 4.712, and a p-value of 0.000. The adjusted R-square value of 0.536 indicates that Trust and Promotion explained 53.6% of the variance in Customer Loyalty, while the remaining 46.4% was explained by other variables outside the research model. Furthermore, the effect size results indicated that Trust had a stronger effect on Customer Loyalty than Promotion. Therefore, increasing customer trust and improving the effectiveness of promotional activities can contribute to enhancing Customer Loyalty at PT. Pegadaian UPC Mapanget Office.]]>
Copyrights © 2026
