SILVIA HAYUNING PRASTITI
041324353039
Dosen Pembimbing
Sony Kusumasondjaja,SE.,M.Com.Ph.D

Abstract

This research integrated relationship between service quality, corporate image and
brand trust toward customer loyalty.
The population in this study were all Pegadaian Cabang Wonokromo customer, while
the sample in this study was 197 respondents using purposive sampling technique for
sample determinations. The measurement model was tasted via Partial Least Square
(PLS) analysis. Once the construct reliability and validaties were established, the
structural model was evaluated to test the hypothesized relationship.
The findings of this research is service quality has a positive influence on brand trust,
therefore hypothesis 1 is accepted. Second findings is service quality has a negative
effect towards customer loyalty, hence hypothesis 2 is rejected. Hypothesis 3 said there
is positive effect between corporate image and brand trust, hence hypothesis 3
accepted. The rejected result found in hypothesis 4 too, while the hypothesis 4 said
there is a negative effect between corporate image and customer loyalty. The last
findings show that brand trust has a positive effect toward customer loyalty.
Keyword : Service Quality, Corporate Image, Brand Trust, Customer Loyalty