109
customer value, customer satisfaction, and trust in brand are 0.886. It means that there is a strong relationship between independent variables
to dependent variable. From table 4.51 coefficient determination R², the results of
calculation using SPSS 20 program can be seen that the adjusted R square is 0.773.
This means 77.3 independent variables customer value
X1, customer satisfaction X2, and trust in brand X3 effect customer loyalty as dependent variable Y and a rest 22.7 influenced by another
variable that is unknown and not included in this regression analysis.
e. t-Test Partial
Partial test or t test aims to determine how big the influence of each independent variable X individually partially toward dependent
variable Y. This research used two tailed test can be seen in table 4.50 coefficient, by comparing the t table = -2.0032.003 and signification
0.05, the results of data processing using SPSS 20 are as follows:
1 Customer Value Variable
Ha: There is significant influence partially between customer value and customer loyalty.
According to the table above, the obtained number of significance sig column for variable x1 customer value is 0.000.
The number 0.0000.05, therefore Ho rejected and Ha accepted. The result of t test is 4.324 t table 2.003. Therefore it can be concluded,
110
customer value x1 has significant influence toward customer loyalty y.
The results from this research are concordant with the previous research conducted by
I Wayan Nusantara 2011 with the tittle ―The Influence of Customer Value to Customer Satisfaction, Customer
Loyalty and Performance of Customer Relationship Management A Study of Halo Corporate PT. Telkomsel Bali‖. The results
emphasized that customer value is the subordination of the customer objectives, so the value will direct customer action, which is loyalty.
The results are also in accordance with research conducted by Wang et al 2004 quoted by I Wayan Nusantara 2011:9, who obtained
the results that the functional value, social value and emotional value of customers significantly influence on customer loyalty.
2 Customer Satisfaction Variable
Ha: There is significant influence partially between customer satisfaction and customer loyalty.
According to the table above, the obtained number of significance sig column for variable x2 customer satisfaction is
0.000. The number 0.0000.05¸ therefore Ho rejected and Ha accepted. The result of t test is 5.048 t table 2.003. Therefore it can
be concluded, customer satisfaction x2 has significant influence toward customer loyalty y.
111
The results from this research are concordant with the previous research conducted by Mohammad Muzahid Akbar and Noorjahan
Parvez 2009 with the tittle ―Impact of Service Quality, Trust and
Customer Satisfaction on Customer Loyalty Case Study on customers of a major private telecommunication company of
Bangladesh‖. The results of this research indicated significant influence between customer satisfaction and customer loyalty.
The results also emphasized that the impact of customer satisfaction on loyalty has been widely supported by references
related to marketing research. Satisfaction can be considered as a key to establishing and maintaining loyalty, and a foundation for
customers to use website for a long period of time. High satisfaction can enhance the possibility of recommending service by customers.
The results are also in accordance with research conducted by Wang et al 2004 quoted by I Wayan Nusantara 2011:9, who obtained
the results that customer satisfaction significantly influence to customer loyalty, it means that the higher satisfied customer of the
products consumed it would increase the loyal customers of the brand or
company product‘s.
3 Trust in Brand Variable
Ha: There is significant influence partially between trust in brand and customer loyalty.
112
According to the table above, the obtained number of significance sig column for variable x3 trust in brand is 0.007.
The number 0.0070.05¸ therefore Ho rejected and Ha accepted. The result of t test is -2.805t table -2.003. Therefore it can be concluded,
trust in brand x3 has significant influence toward customer loyalty y.
The results from this research stated that customer trust has significant influence and negative toward customer loyalty. Negative
coefficient, it means there is negative relationship between trust in brand variable with customer loyalty, if trust in brand rising would
be decreasing customer loyalty. The test results cannot be interpreted directly just by looking at the numbers above, which means that if
the variable trust in brand goes up, then the loyal customer to company will be reduced. This indicates that although customer
satisfaction has exceeded minimum expectations, but the condition is still not give full confidence to company. This shows that consumer
trust is not a benchmark in enhancing customer loyalty. The result is different with the previous research conducted by
Ropinov Saputro 2010 with the tittle ―The Influence of Product
Quality, Service Quality and Customer Trust toward Customer Loyalty Case Study on PT. Nusantara Sakti Demak. The result
shows that trust becomes the most important factor in the
113
relationship between a company and its customers and the relationship between brands with customers.
f. F Test
