Article
The role of customer satisfaction in mediating the influence of trust on customer loyalty
Jurnal HOMANIS: Halu Oleo Manajemen dan Bisnis, Vol. 3 No. 3 (2026), hlm. 730–740
Abstrak
This research aims to: (1) find out the influence of Customer Trust on Customer Satisfaction, (2) find out the influence of Customer Trust on Customer Loyalty, (3) find out the influence of Customer Satisfaction on Customer Loyalty, (4) find out the role of Customer Satisfaction in mediating the influence of Customer Trust on Customer Loyalty. The respondents in this study were 98 customers of the Wakuru Cash South Sulawesi Bank out of a total population of 3,549 people. The results of these 98 people were obtained from calculations using the Slovin formula with a margin of error of 10%. The data collection method in this study uses questionnaires. The data analysis technique used was SEM-PLS with the help of SmartPLS 4.0 software. The results of the study show that: (1) Customer Trust has a positive and significant effect on Customer Satisfaction, (2) Customer Trust has a positive and significant effect on Customer Loyalty, (3) Customer Satisfaction has a positive and significant effect on Customer Loyalty, (4) Customer Satisfaction can mediate the influence of Customer Trust on Customer Loyalty.