The Influence of Commitment, Satisfaction, and Relationship Quality on Loyalty with Trust as a Mediating Variable Based on Member Data at PT. Cakranesia Abadi

Abstrak

This study aims to analyze the influence of Commitment, Satisfaction, and Relationship Quality on Loyalty, with Trust serving as a mediating variable, based on Member Data from PT Cakranesia Abadi. A quantitative approach was employed, utilizing a sample of 150 respondents who are customers of PT Cakranesia Abadi. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 4 application. The results indicate that Commitment, Satisfaction, and Relationship Quality have a positive influence on Trust. Furthermore, Commitment, Satisfaction, and Relationship Quality also positively influence Loyalty. Trust was found to have a positive effect on Loyalty. Mediation analysis revealed that Trust positively mediates the influence of Commitment, Satisfaction, and Relationship Quality on Loyalty. These findings suggest that enhancing customer Commitment, Satisfaction, and Relationship Quality supported by effective Member Data management can boost customer Trust, thereby leading to increased customer Loyalty.