Pengaruh Reputasi dan Word of Mouth Terhadap Kepercayaan Pelanggan di PT ALS Medan

Abstract

The aim of this research is to determine and analyze the influence of reputation and word of mouth on PT ALS Medan customer trust. The population in the research is customers using PT ALS Medan bus transportation services. The sample used in this research was 100 customers using the PT ALS Medan bus transportation service. The data collection technique in this research uses a questionnaire or questionnaire technique. Data analysis techniques use descriptive analysis and multiple linear regression analysis. Data processing in research uses SPSS 26. Based on partial research results, it shows that reputation has a positive and significant effect on customer trust, word of mouth has a positive and significant effect on PT ALS Medan customer trust, and simultaneously the reputation and word of mouth variables have a significant effect towards PT ALS Medan customer trust. And based on the coefficient of determination the dependent variable is able to influence the dependent variable by 51.7%.