Pengaruh Kepercayaan Merek (Brand Trust), Kualitas Pelayanan, dan Lokasi Terhadap Loyalitas Konsumen pada Usaha Jasa Klinik Kecantikan Mitra Sehat di Kabupaten Lamongan.

Abstract

This study aims to determine how much influence Brand Trust, Service Quality, and Location have on Consumer Loyalty in Mitra Sehat Beauty Clinic Service Business in Lamongan Regency. The population used in the study, namely consumers who have visited and used the services of Mitra Sehat Beauty Clinic amounting to 100 respondents using the Accidental Sampling method is a method of determining samples based on chance, that is, anyone who happens to meet the researcher can be used samples. Based on the results of the study, it was found that each statement from the respondent's perception r calculate > r table, which is 0.1966, then all variables are declared valid, the results of multiple linear regression Y = 11.564 + 0.517 X1+ 0.362 X2+ 0.130 X3+ e The regression coefficient is positive, so the influence of independent variables Brand Trust (X1), Service Quality (X2), and Location (X3) on the dependent variable Consumer Loyalty(Y) is positive. Hypothesis testing using a t test shows that the three independent variables Brand Trust (X1), Service Quality (X2), and Location (X3) have a significant effect on the dependent variable Consumer Loyalty (Y). Then in the F test it can be known that the F value is 80.789 > F table is 2.70 and significant is 0.000 Brand Trust (X1), Service Quality (X2), and Location (X3) have a significant effect together (simultaneously) on Consumer Loyalty (Y). In Mitra Sehat Beauty Clinic Service Business in Lamongan Regency.

Keywords: Brand Trust, Quality of Service, Location, Consumer Loyalty