The Influence Of Satisfaction and Trust On Consumers Loyalty Study On Online Trading Business “Mie Ayam Abyan Food Street

This study aims to determine: [1] Partial effect of consumer satisfaction on consumer loyalty, [2] partial effect of consumer trust on consumer loyalty, [3] the effect of consumer satisfaction and consumer trust on consumer loyalty. The research was conducted by using quantitative methods. The location of research on the online trading business of Mie Ayam Abyan Food Street at Kp. Sengkol, Muncul, South Tangerang from 10 up to 11 November 2023. Sampling was carried out by purposive sampling, with the criteria for taking online consumer samples of Mie Ayam Abyan Food Street. The sample size used was 105 people. The data was collected using a questionnaire that has been tested for validity and reliability. The data analysis method for testing the hypothesis is multiple linear regression analysis. The results of this study indicate that: [1] Customer satisfaction and consumer trust in consumer loyalty [p (0.000) were caused by other variables not included in this study; [2] Partial customer satisfaction has a positive and significant effect on consumer loyalty (p = 0.029<0.05). Thus, the higher the customer satisfaction, the higher the loyalty; [3] Partially, customer trust has a positive and significant effect on consumer loyalty (p = 0.000<0.05). Thus, the higher the consumer’s trust, the higher the loyalty.