International Business Management
ISSN: OnlineISSN: Print 1993-5250
Abstract
The purpose of this research is to examine and analyze the significant positive effect of: customer satisfaction on brand trust, customer satisfaction on brand loyalty, customer satisfaction on brand loyalty and brand trust on brand loyalty. This is a causality research. Quantitative approach (positivism) will be used in this research as the main analytical method supported by qualitative information through in-depth interviews. The research population is Semen Gresik store retailers listed in the Sales Department of Semen Gresik and have been selling for at least 1-3 years. With a target sample of 150 stores, the questionnaires worth analyzed totaled up to 129. Proportional Stratified Area Random Sampling was used as sampling technique. The result concluded that there is a significant positive effect of: customer satisfaction on brand trust, customer satisfaction on brand loyalty, customer satisfaction on brand loyalty and brand trust on brand loyalty.
How to cite this article:
Chabib Bahari. Determinants of Customer Loyalty: Empirical Study of Semen Gresik Brand.
DOI: https://doi.org/10.36478/ibm.2016.270.276
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.270.276