Pengaruh Kepercayaan, Kualitas Pelayanan dan Kepuasan terhadap Loyalitas Nasabah pada LPD Desa Adat Guwang

Abstract

The purpose of this study was to determine the effect of trust, service quality and satisfaction on customer loyalty. This research was conducted at LPD Desa Adat Guwang which is located at Jl. Raya Guwang No 100, Guwang, Sukawati, Gianyar Regency. The population in this study were all LPD customers in 2024 as many as 10,493 people and determined a sample size of 99 people using proportionate stratified random sampling technique. Data collection is done by observation, interviews, documentation, literature, and questionnaires measured using a Likert Scale five answer options. Validity test and reliability test are used as instrument tests. Classical assumption tests were carried out with normality, multicolinerity and heteroscedasticity tests. The data analysis technique uses multiple linear regression techniques. The results of research show that trust has a positive and significant effect on customer loyalty, service quality has a positive and significant effect on customer loyalty and satisfaction has a positive and not significant effect on customer loyalty. Simultaneously trust, service quality and satisfaction have a significant effect on customer loyalty.