PERAN KEPERCAYAAN DALAM MEMBENTUK HUBUNGAN ANTARA KEPUASAN PELANGGAN DAN LOYALITAS PELANGGAN TOKO WIJAYA KECAMATAN KERTOSONO

This study aims to assess how customer satisfaction affects customer loyalty, considering trust as an intermediary, among customers of Wijaya Store in Kertosono District who made purchases more than twice in the past month. Using purposive sampling method, this study involved 120 respondents who filled out the questionnaire. Data analysis in this study was carried out using Structural Equation Modeling through the PLS 4 program, and the results show that customer satisfaction and trust have a real impact on the number of loyalty to the store. In addition, customer satisfaction also has a positive and significant impact on the level of trust. Furthermore, trust serves as an intermediary that has a positive and significant impact between customer satisfaction and customer loyalty. These findings provide an important understanding of the crucial role of trust in shaping the relationship between customer satisfaction and customer loyalty at Wijaya Store.