THE EFFECT OF ETHICAL BEHAVIOR ON CUSTOMER SATISFACTION, LOYALTY, AND TRUST
Abstract
Sports Marketing applies the principles and processes of marketing through sports products. A person is said to be ethical if he is able to fulfill his life needs with the principle of balancing personal interests with others. Loyalty can be used as a motivator to persuade customers to use the Company's facilities or services. Trust is defined as the belief that each party is interdependent and needs the other. Therefore, the authors chose this title because they saw buying and selling behavior between companies and consumers in the field of sportswear, therefore the authors used Jakarta as the object of observation. The design of this study used the SEM method. The sample in this study were 119 respondents. The independent variable in this study is ethical behavior, the dependent variable is loyalty and the intervening variable is customer satisfaction and trust. Thus, the influence of Customer's Satisfaction is Ethical Behavior, the consequence of Customer's Satisfaction is Trust, and the consequence of Trust is loyalty. Ethical Behavior cannot directly affect loyalty but must be mediated by Trust. Ethical Behavior cannot directly affect Trust but must be mediated by Customer's Satisfaction. Customer's satisfaction cannot directly affect loyalty but must be mediated by Trust. Further researchers can include other variables that influence loyalty, such as emotional attachment variables, commitment variables and experience variables so that the research model is more comprehensive and can develop hypotheses involving customer satisfaction and customer satisfaction variables. trust as a mediator of the influence of ethical behavior on loyalty.
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