Aurelia, Gladis Sarah (2019) ANALISIS KEPUASAN PELANGGAN DAN KEPERCAYAAN MEREK UNTUK MENINGKATKAN RETENSI PELANGGAN PADA PENGGUNA SHUTTLE CV. GLOBAL MANDIRI WISATA KOTA SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

CV.Global Mandiri Wisata is a company that provides shuttle services in Sukabumi City. The problem identified was customer retention. The research was aimed at determining the influence of customer satisfaction and brand trust toward customer retention as the users of shuttle at CV.Global Mandiri Wisata Sukabumi City, The methods applied were sescriptive and associative. The techniques of analyzing data applied were multiple linier regression analysis; meanwhile, in order to test the hypothesis, partial (t test) and simultaneous (f test) statistic test were deployed. Based on the result of the research, the determination coefficient as seen from (R) value is amounted to 0,267. It means that the influence of customer satisfaction (X1) and brand trust (X2) toward customer retention (Y) is aggregated to 28,1%, while the remaining 71,9% is influenced by other factors out of the research. Based on multiple correlation coefficient test as seen for (R) value amounted to 0,531% shows positive and significant relation between customer satisfaction (X1) and brand trust (X2) toward customer retention (Y).

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Customer Satisfaction, Brand Trust, Customer Retention
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Ilmu Administrasi dan Humaniora > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	03 Mar 2020 04:17
Last Modified:	03 Mar 2020 04:17
URI:	http://eprints.ummi.ac.id/id/eprint/1256

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