ANALISIS PENGARUH VARIABEL PRODUCT QUALITY, SALES SERVICE QUALITY, TECHNICAL REPAIR SERVICE SUPPORT DAN COMPLAINT HANDLING SERVICE TERHADAP CUSTOMER LOYALTY MELALUI TRUST IN THE SUPPLIER PADA PRODUK HARS DI SURABAYA

Abstract

In Indonesia economic growth and populations with more productive age than the current number of jobs available. This triggers in particular the youth to create their own opportunities by opening a business. Mostly classified as business actors of industrial sector of Micro, Small and Medium Enterprises (UMKM). Hars is one of the UMKM industry sector engaged in culinary originating from Surabaya. Own Hars product consists of Terang Bulan and Martabak with various flavor variants. In this study, as for the factors studied are, product quality, sales service quality, technical support service support, complaint handling service, and trust in the supplier in influencing customer loyalty. The results showed that the largest factor loading value indicated by the influence of trust in the supplier to customer loyalty that is equal to 0.665. Next is the influence of complaint handling service to trust in the supplier that is equal to 0,594. Then the influence of product quality to trust in the supplier is 0.432. Next is the influence of sales service quality on trust in the supplier with regression coefficient value of 0.286 and the last is the influence of technical repair service support to trust in the supplier with regression coefficient value of 0.231. Related to the practical implications of Hars in the future need to add delivery service this will certainly greatly assist customers in reaching Hars products