Hidayati, Nurul (2026) PENGARUH SERVICE QUALITY DAN CORPORATE IMAGE TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada PT. PLC Semarang)Tahun 2026 di Universitas BPD. Magister (S2) thesis, Universitas BPD.
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Abstract
This study aims to examine and analyze the effects of service quality and corporate image on customer loyalty, with customer trust as an intervening variable among PT. PLC Semarang training participants. The study used a quantitative survey method. The population consisted of 820 participants, with 150 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that service quality and corporate image have positive and significant effects on customer trust. Corporate image and customer trust have positive and significant effects on customer loyalty, while service quality has no direct significant effect on customer loyalty. Customer trust fully mediates the effect of service quality on customer loyalty and partially mediates the effect of corporate image on customer loyalty. These findings confirm that customer trust is a key factor in building training participants’ long-term loyalty.
| Item Type: | Thesis (Magister (S2)) |
|---|---|
| Additional Information: | Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh service quality dan corporate image terhadap customer loyalty dengan customer trust sebagai variabel intervening pada peserta pelatihan PT. PLC Semarang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian berjumlah 820 peserta pelatihan periode 2024–2025, dengan 150 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa service quality dan corporate image berpengaruh positif dan signifikan terhadap customer trust. Corporate image dan customer trust berpengaruh positif dan signifikan terhadap customer loyalty, sedangkan service quality tidak berpengaruh langsung terhadap customer loyalty. Customer trust memediasi secara penuh pengaruh service quality terhadap customer loyalty dan memediasi secara parsial pengaruh corporate image terhadap customer loyalty. Temuan menegaskan bahwa customer trust merupakan faktor kunci dalam membangun loyalitas peserta pelatihan dalam konteks layanan kesehatan yang menekankan kompetensi dan kredibilitas lembaga. |
| Uncontrolled Keywords: | Service Quality, Corporate Image, Customer Trust, Customer Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 25 Aug 2026 00:31 |
| Last Modified: | 25 Aug 2026 00:31 |
| URI: | https://eprints.ubpd.ac.id/id/eprint/73 |
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