PENGARUH SERVICE QUALITY DAN CUSTOMER TRUST TERHADAP CUSTOMER LOYALTY MELALUI PERCEIVED VALUE ( SURVEY PADA KONSUMEN SWALAYAN QUEENS MART BUNGKAL, PONOROGO )

This study aims to analyze the influence of service quality and customer trust on customer loyalty, mediated by perceived value, at Queen's Mart Bungkal, Ponorogo. A quantitative approach was employed, utilizing multiple linear regression analysis via path analysis. The sample consisted of 112 consumers of Queen's Mart Bungkal, Ponorogo, selected using purposive sampling. Data were collected through questionnaires and analyzed using SPSS software. The results indicate that both service quality and customer trust have a positive and significant influence on perceived value. Furthermore, perceived value has a positive and significant influence on customer loyalty. The findings also reveal that service quality and customer trust directly and significantly influence customer loyalty. Additionally, path analysis and the Sobel test demonstrate that perceived value significantly mediates the influence of service quality and customer trust on customer loyalty. Thus, perceived value plays a crucial role as a mediating variable in enhancing customer loyalty at Queen's Mart Bungkal, Ponorogo.