Analysis of Customer Loyalty Based on Trust and Service Quality, with Customer Satisfaction as an Intervening Variable

Siska Widi Utami (Perbanas Jakarta)
Mildawani (Perbanas Jakarta)

Jurnal Multidisiplin Madani (MUDIMA)
Vol. 6 No. 2 (2026): February 2026

The purpose of this study is to examine the contribution of trust and service quality to customer loyalty, with customer satisfaction serving as an intervening variable. This research was conducted among customers of the Sambeng–Lamongan Unit and employed a quantitative research approach. The sample consisted of 100 customers, selected using a purposive sampling technique. Data were collected through a questionnaire, and the measurement scale used was a Likert scale. The data analysis method applied in this study was Structural Equation Modeling (SEM) using the SmartPLS 4 software. The results indicate that trust has a positive effect on customer satisfaction and customer loyalty, service quality has a positive effect on customer satisfaction and customer loyalty, and customer satisfaction has a positive effect on customer loyalty. Furthermore, the results of the indirect effect analysis reveal that trust contributes to customer loyalty through customer satisfaction, and service quality contributes to customer loyalty through customer satisfaction.