SKRIPSI PENGARUH SHOPPING EXPERIENCE DAN WORD OF MOUTHTERHADAP SATISFACTION, TRUST DAN LOYALTY PADA PELANGGAN KENTUCKY FRIED CHICKEN DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the influence of Shopping Experience on Satisfaction on KFCcustomers in the city of Samarinda, influence of Word Of Mouth on Satisfaction on KFC customers in the city of Samarinda, Shopping ExperienceonTrustonKFC customers, Word Of Mouth influence on Trust onKFC customers, the influence of Shopping Experience on Loyalty onKFC customers, the influence of Word Of Mouth on Loyalty toKFC customers, the influence of Satisfaction on Trust onKFC customers, and the influence ofSatisfaction on Loyalty onKFC customers, the influence of Trust on Loyalty on KFC customers. And this study uses a survey method with 140 samples scattered in the city of Samarinda with the sampling technique Accidental Sampling Method. Respondents were only by distribusing online questionnaires. Data from respondents (Primary Data) are then tabulated and tested using statistical methods. Data is collected using research aids (questionnaires) that have been tested for validity and reliability. From the results of the test all instruments of the research question were declared valid (coefficient value> 0.30) and stated reliably (negative value>0.60).The results of the study after statistical tests using SEM-AMOS version 5.0 showed that the following results Shopping Experience significantly affected Satisfaction on KFCcustomers in the city of Samarinda, Word Of Mouthwas not significant effect on Satisfaction onKFCcustomers in the city of Samarinda, Shopping Experience significantly effected on Trust onKFCcustomers in the city of Samarinda, Word Of Mouth significantly effected on Trust on KFCcustomers in the city of Samarinda, Shopping Experience has negative not significant effect on Loyalty on KFCcustomers in the city of Samarinda, Word Of Mouth has negative not significant effect on Loyaltyin KFCcustomers in the city of Samarinda, Satisfaction has a significant effect on Trust on KFCcustomers in the city of Samarinda, Brand Satisfaction has a significant effect on Loyalty on KFCcustomers in the city of Samarinda, and Trust has negative not significant effect on Loyalty onKFCcustomers in the city of Samarinda.
Keyword: Shopping Experience, Word Of Mouth, Satisfaction, Trust, Loyalty