PENGARUH AMBIENT DAN PRICE FAIRNESS TERHADAP SATISFACTION DAN TRUST SERTA LOYALTY PADA PELANGGAN ROTI BOY DI KOTA SAMARINDA --

ABSTRAK
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The purpose of this paper is to analyze the effect of ambient and price fairness on satisfaction and trust and loyalty to Roti Boy customers in Samarinda City. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 23 software and Structural Equation Modeling (SEM) software with IBM AMOS V5. This study used a sample of 126 people taken from Roti Boy customers. The measurement scale uses a Likert scale with a score of
1 - 5. In this study, validity and reliability tests were also carried out, then estimation tests and structural model fit tests were carried out, then estimation tests and structural model fit tests were carried out.
Based on the structural model, it can be proven that ambient and reasonable price have a significant effect on satisfaction, ambient has a significant effect on trust, and price fairness has a significant effect on loyalty. Ambient does not have a significant effect on loyalty and fairness of price does not have a significant effect on trust.
Keyword: ambient, price fairness, satisfaction, trust, loyalty, Roti Boy.