PENGARUH CITRA PERUSAHAAN DAN KEPERCAYAAN TERHADAP KEPUASAN DAN DAMPAKNYA TERHADAP LOYALITAS PELANGGAN DYRIANA BAKERY & CAFE PANDANARAN SEMARANG

Abstract

This study aims to examine and analyze the influence of corporate image and trust in satisfaction and its impact on customer loyalty customers dyriana bakery & cafe pandanaran semarang. The population in this study were Dyriana bakery & cafe pandanaran Semarang customers, because the population was very large, this study took a sample of 100 respondents. The sampling technique in this study used purposive sampling, namely the technique of determining samples with certain criteria, namely people who bought dyriana. bakery & cafe pandanaran semarang.The data used in this study is primary data, with a questionnaire as a research instrument. The analytical tool used is multiple linear regression, while the instrument test uses validity and reliability tests, the feasibility test of the model using the F test and the coefficient of determination test, and the hypothesis test using the t test, which is then processed by the calculation of SPSS (Statistical Product and Solutions) version 19.The results showed that corporate image had a positive and significant effect on satisfaction, trust has a positive and significant effect on satisfaction, and satisfaction has a positive and significant effect on customer loyalty.