Pengaruh Kepercayaan Terhadap Loyalitas Konsumen Menggunakan Jasa Transportasi Bus PO. Dairi Transport

Abstract

The main key of business success is lack of trust. Without this, it can be said the business does not run smoothly. Trust is an important factor in business activity due to consumer confidence required companies to generate customer loyalty to the company. This study aims to determine how the level of consumer confidence in the PO. Dairi Transport and to determine the effect of trust on customer loyalty using bus transportation services PO. Dairi Transport. This research is a quantitative study with a total population of 66 064 people and a sample of 100 people. Sampling of this study using the technique of Non-Probability Sampling with purposive sampling method. Data were collected through questionnaires to 100 passengers PO. Dairi Transport. Type data of this research is primary data and secondary data. The analysis technique used is a simple linear regression. Testing requirements analysis using normality test. Based on the research results, obtained regression equation as follows: Y = 6.604 + 0,294X. In the classic assumption test, the result is that the data has been distributed normally. It can be seen from the value Asymp. Sig. (2-tailed) of 0.056 is greater than 0.05. Then the test results obtained correlation coefficient value of 0.492, which means the level of confidence the effect on consumer loyalty in the category which is quite significant. Based on test results obtained determination coefficient that influence confidence in the loyalty of consumers using bus transportation services PO. Dairi Transport amounted to 24.2% while the rest influenced by other variables not examined in this study. Hypothesis testing partial test and t hitung obtained is equal to 5.599. While t table amounted to 1.290. Because t hitung (5.599)>t tabel (1.290) then it can be said confidence positive and significant impact on customer loyalty using bus transportation services PO. Dairi Transport