The Influence of Trust and Customer Relationships on Purchase Loyalty at PT Lautan Dewa Energy Surabaya
DOI:
https://doi.org/10.61536/escalate.v4i3.667Keywords:
Customer Relationship, Customer Trust, Energy Distribution, Purchase Loyalty, Relationship MarketingAbstract
Purchase loyalty is an important aspect for fuel distribution companies in maintaining business relationships with customers. This study aims to analyze the effect of trust and customer relationships on purchase loyalty at PT Lautan Dewa Energy Surabaya. The study used a quantitative approach with a survey method. The study population consisted of 70 customers and all were used as samples through purposive sampling. Data were collected using a four-level Likert scale questionnaire and analyzed using SPSS through descriptive tests, validity, reliability, classical assumptions, multiple linear regression, t-test, and correlation and determination coefficients. The results showed that trust had a positive and significant effect on purchase loyalty with a coefficient of 0.383 and a significance of 0.005. Customer relationships also had a positive and significant effect with a coefficient of 0.379 and a significance of 0.026. The R Square value of 0.589 indicates that both variables explain 58.9% of the variation in purchase loyalty. In conclusion, increasing trust and customer relationships can strengthen the purchase loyalty of PT Lautan Dewa Energy Surabaya customers.
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