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Vol. 3 No. 2 (2026) • Articles
Open Access

Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan

Dian Arisanti
Sekolah Tinggi Ilmu Administrasi dan Manajemen Kepelabuhan
Lalang Saksono
Universitas Djuanda image/svg+xml
Silvia Ekasari
Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia image/svg+xml
Elizabeth Elizabeth
Universitas Budi Luhur image/svg+xml
Ratnawita Ratnawita
University of Mitra Bangsa image/svg+xml
Published: November 25, 2026 Pages: 145-159
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Abstract

Intensifying business competition requires every company to maintain its customers through the development of strong customer loyalty. This research aims to analyze the influence of customer trust and customer satisfaction on customer loyalty. The study employs a quantitative approach with a descriptive and verificative research design. The research sample comprises 150 respondents selected using non-probability sampling with purposive sampling method. Data analysis was conducted using IBM SPSS Statistics software. The findings demonstrate that customer trust and customer satisfaction, both individually and simultaneously, have a positive and significant influence on customer loyalty. The coefficient of determination indicates that 68.9% of the variation in customer loyalty can be explained by customer trust and satisfaction, while the remaining portion is influenced by other variables not examined in this study. The research implications affirm that strengthening customer trust and enhancing customer satisfaction constitute fundamental strategies for building sustainable customer loyalty.

Keywords:
Customer Trust Customer Satisfaction Customer Loyalty Marketing Regression Analysis
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Author Biographies
Dian Arisanti Sekolah Tinggi Ilmu Administrasi dan Manajemen Kepelabuhan

Program Studi Administrasi Bisnis, Sekolah Tinggi Ilmu Administrasi dan Manajemen Kepelabuhan, Kota Surabaya, Provinsi Jawa Timur, Indonesia.

Lalang Saksono Universitas Djuanda

Program Studi Manajemen, Fakultas Fakultas Ekonomi dan Bisnis, Universitas Djuanda, Kota Bogor, Provinsi Barat, Indonesia.

Silvia Ekasari Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia

Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis Indonesia, Kota Depok, Provinsi Barat, Indonesia.

Elizabeth Elizabeth Universitas Budi Luhur

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

Ratnawita Ratnawita University of Mitra Bangsa

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mitra Bangsa, Kota Tangerang Selatan, Provinsi Banten, Indonesia.

How to Cite
Arisanti, D., Saksono, L., Ekasari, S., Elizabeth, E., & Ratnawita, R. (2026). Pengaruh Kepercayaan dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan. Jurnal Manajemen Dan Teknologi, 3(2), 145-159. https://doi.org/10.63447/jmt.v3i2.2058
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This work is licensed under a Copyright (c) 2026 Dian Arisanti, Lalang Saksono, Silvia Ekasari, Elizabeth Elizabeth, Ratnawita Ratnawita .

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