PENGARUH CITRA PERUSAHAAN DAN KEPUASAN TERHADAP KEPERCAYAAN DAN DAMPAKNYA PADA LOYALITAS (Studi Pada Klien Asuransi Prudential Pru Vision Kabupaten Pati)

Abstract

This study aims to determine the influence company’s image and satisfaction with trust and
its impact to clients loyalty on Prudentials insurance Pru Vision Pati. Total sample are 100
respondents, by using purposive sampling method with criteria that clients have become customers
of at least 3 years. Analysis of the data in this study using regression analyzing. Hypothesis testing
is used t calculated at the level of significance (α) 5%. Where mediation test using path analysis.
Result of regression analysis in this study resulted in the coefficient of determination for 0,941 or
in other words the changes in loyalty can be affected by the company’s image, satisfaction and
trust of 4,1%. The results of this study show that company’s image positive and significant impact
on clients trust, satisfaction positive and significant impact on clients trust, company’s image
positive and significant impact on clients loyalty, satisfaction positive and significant impact on
clients loyalty, trust positive and significant impact on clients loyalty, and trust does not mediate
the influence of company’s image and satisfaction of the clients loyalty.
Keyword: Company’s image, Satisfaction, Trust, Loyalty