PENGARUH PERSONAL SELLING DAN KEPERCAYAAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Rabiha Tour & Travel di Sidoarjo)

The spiritual tourism industry, particularly Umrah travel, is experiencing rapid growth, leading to intense competition among travel agents. Rabiha Tour & Travel is facing a significant decline in customer loyalty despite a stable number of new customers, which is attributed to changing customer preferences and increased access to information. This research aims to analyze and discuss the effects of personal selling and trust on loyalty through satisfaction among
customers of Rabiha Tour & Travel. This study uses a quantitative approach with a population of customers from Rabiha Tour & Travel. A sample of 140 respondents was selected using purposive sampling through the distribution of questionnaires. The results of this study conclude that personal selling and trust each have a positive and significant effect on the loyalty of customers of Rabiha
Tour & Travel. In addition, customer satisfaction acts as a mediating variable in the partial influence of each variable of personal selling and trust on loyalty.