Pengaruh Pengetahuan Konsumen, Kualitas Produk dan Kepercayaan Konsumen terhadap Loyalitas Pelanggan Pada Pengisian Angin Merek Green Nitrogen

Abstract

green nitrogen is one of the nitrogen service brands in indonesia available at some pertamina gas stations. the purposes of this research were to examine the effect of consumer knowledge, product quality, and consumer trust on customer loyalty, and to formulate strategies to increase consumer loyalty. this research used structural equation Model (seM) analytical tool. the result indicated that factors affecting green nitrogen consumer loyalty were sequentially starting from the highest R-Square value with the most significant effect was consumer trust with a weight of 0.371; then, the product quality with a weight of 0.136, and consumer knowledge with a weight of 0.093. The results of t values indicated that consumer knowledge and product quality have no significant effect on consumer loyalty. The process of consumer loyalty is affected by how much trust the consumers have on green nitrogen's reputation and responsibilities in dealing with claims proposed by consumers compared with the elements of product quality and consumer knowledge. therefore, green nitrogen needs to create a platform to accommodate complaints, claims, and suggestions from its consumers so that the consumers feel satisfied with the services provided.

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