THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER TRUST ON LOYALTY WITH SATISFACTION AS AN INTERVENING VARIABLE (EMPIRICAL STUDY ON PT.BERSAMA GADAI SUKSES)

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PT.Bersama Gadai Sukses is a private company engaged in financing with Gadai collateral. Private pawnshops are currently very helpful to the public in providing loans because they are considered faster and easier. This study aims to determine whether the effect of service quality and customer trust on loyalty with satisfaction as an intervening variable (empirical study at PT.Bersama Gadai Sukses). The sampling method in this study was purposive sampling where with the minimum criteria having pawned goods twice, the population in this study were all customers of PT.Bersama Gadai Sukses and the sample used was 85 respondents. The data collection technique used is primary data in the form of questionnaires and secondary data obtained through documentation studies. The data analysis technique uses quantitative data processed with the SPSS version 29 program, namely the t test and the coefficient of determination (R2). The results obtained in this study show, 1) there is a significant effect of service quality and trust on customer satisfaction, 2) there is a significant effect of trust and satisfaction on customer loyalty, 3) Satisfaction variables are able to mediate between service quality and loyalty, 4) Service quality variables have no effect on loyalty, 5) satisfaction variables are not able to mediate the relationship between trust and loyalty.

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