THE INFLUENCE OF CUSTOMER VALUE AND TRUST ON CUSTOMER LOYALTY AT PT MITRA PROTEKSI MADANI
Published:
2026-08-31Downloads
Abstract
This study aims to examine and analyze the influence of Customer Value and Trust on Customer Loyalty at PT Mitra Proteksi Madani. This research employs a quantitative method with an associative approach. The population consists of all customers of PT Mitra Proteksi Madani, totaling 1,877 customers. The sample size was determined using the Slovin formula, resulting in 100 respondents. The sampling technique used was accidental sampling. The research data are primary data obtained through questionnaires distributed to customers of PT Mitra Proteksi Madani in Tebing Tinggi City. Data analysis was conducted using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The analysis stages included the Measurement Model (Outer Model) to assess the validity and reliability of the research instruments and the Structural Model (Inner Model) to analyze the relationships among latent variables. Hypothesis testing was conducted using the T-Statistic to determine the partial effects and a simultaneous test to examine the joint influence of Customer Value and Trust on Customer Loyalty. The results indicate that Customer Value has an influence on Customer Loyalty, Trust has an influence on Customer Loyalty, and Customer Value and Trust simultaneously influence Customer Loyalty at PT Mitra Proteksi Madani. These findings indicate that enhancing customers' perceived value andKeywords:
Customer Value Trust Customer Loyalty PLS-SEM PT Mitra Proteksi Madani.References
Aaker, D. A. (2018). Brand Equity Management (1st ed.). Jakarta: Mitra Utama Publisher.
Abidah, F. A., & Rachmat, B. (2025). The effect of service quality, trust, and customer satisfaction on customer loyalty at Bank Mandiri in Surabaya. Journal of Business & Banking, 14(2), 235–251.
Davis, K., & Newstrom, J. W. (2024). Organizational Behavior, 7th Indonesian Edition, Vol. 6. Jakarta: Erlangga Publisher.
Erola, A. (2025). The Effect of Customer Experience and Customer Value on Customer Loyalty Mediated by Customer Satisfaction in Online Transportation Services (A Study of GoRide Service Users on the Gojek Application in Bandar Lampung).
Fatihudin, D., & Firmansyah, A. (2019). Service Marketing: Strategies for Measuring Customer Satisfaction and Loyalty. Deepublish.
Gilang, F. V. P. (2025). The Effect of Customer Experience and Customer Value on Customer Loyalty with Customer Satisfaction as a Mediating Variable (A Survey of Culinary MSME Customers in Bandar Lampung).
Hasan, A. (2018). Marketing and Selected Cases. Yogyakarta: CAPS (Center for Academic Publishing Service).
Panjaitan, R. (2018). Marketing Management. Yayasan Prima Agus Teknik Publisher, 1–122.
Kotler, P., & Keller, K. L. (2021). Marketing Management (17th ed.). Pearson Education, Inc.
Rachmad, Y. E., Setiawan, Z., Nora, L., Syamil, A., Risdwiyanto, A., Munizu, M., & Manaf, P. A. (2023). Marketing Management: Theory and Case Studies. PT Sonpedia Publishing Indonesia.
Schiffman, L. G., & Wisenblit, J. L. (2020). Consumer Behavior (11th ed.). Edinburgh: Pearson.
Sinulingga, N. A. B., & Sihotang, H. T. (2023). Consumer Behavior: Strategies and Theories. February 4, 2023.
Sitepu, D. R. (2025). The effect of trust and satisfaction on consumer loyalty at Menantea Medan. Smart GOALS: Journal of Digital Business and Management, 1(2), 21–39.
Sugiyono. (2022). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.
Tjiptono, F., & Diana, A. (2019). Customer Satisfaction: Concepts, Measurement, and Strategies. Yogyakarta: Andi Offset.
License
Copyright (c) 2026 Muhammad Khairil Anwar, Mutia Arda
This work is licensed under a Creative Commons Attribution 4.0 International License.
