Pengaruh Kepercayaan dan Kualitas Pelayanan Terhadap Loyalitas Nasabah

Abstract

In this study, the data collection methods used were observation, interviews, documentation, literature study, and questionnaires. The population in this study were all customers of LPD Desa Adat Ayunan with a total of 2,162 people. The sample used in this study were 117 respondents, using the slovin method. The data analysis techniques used in this study are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t Test and F Test, Coefficient of Determination Test. From the results of the study, it was found that Trust had a positive and partially significant effect on Customer Loyalty. This is evidenced by the t-count value of 5.596 and sig 0.000. Service Quality has a positive and significant effect partially on Customer Loyalty. This is evidenced by the known t arithmetic value of 7.243 and sig 0.000. Trust and Service Quality have a simultaneous effect on Customer Loyalty with the results showing the calculated F value of 67.814 and Sig 0.000. The regression equation obtained is Y = 1.973 + 0.452 X1 + 0.505 X2 + e.