PENGARUH KUALITAS PELAYANAN DAN KEPERCAYAAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Pelanggan di PT. Lima Tujuh Samudra Surabaya)

Customer loyalty has an important role in efforts to achieve the goals set by the company and efforts to create customer loyalty which is aimed at the company's ability to create customer satisfaction. Customer satisfaction cannot be separated from the quality of service provided by the Company and customer trust in the service provider company. The aim of this research is to examine the role of consumer satisfaction as a mediating variable on the influence of service quality and trust on customer loyalty at PT. Five Seven Oceans Surabaya. The sample in this research is consumers of PT. Lima Seven Samudra Surabaya, totaling 100 people. Sampling was carried out using a nonprobability sampling method where the sample was chosen randomly. This research uses t test which is processed with the SPSS program. The results of the partial analysis show that (1) service quality and trust have a positive and significant effect on customer satisfaction; (2) service quality, trust and customer satisfaction have a positive and significant effect on customer loyalty. Apart from that, service quality has a positive effect on customer loyalty through customer satisfaction as an intervening variable, and trust has a positive effect on customer loyalty through customer satisfaction as an intervening variable. So it can be concluded that customer satisfaction is able to mediate the relationship between service quality and trust and customer loyalty.