ABSTRACT

Maeriyana.2019. The Influence of Service Quality on Loyality with Satisfaction, Trust and
Corpaorate Image as Intervening Variables in Rukun Tani Village Cooperative Unit (KUD) in
Pageruyung District Kendal Regency. Thesis. Economic Education Department. Post Graduate
Program. Semarang State University. Advisors Prof. Dr. Etty Soesilowati, M,Si. and Fahrur
Rozi, S.Pd., M.Pd., Ph.D.

Keyword: Service Quality, Satisfaction, Trust, Corporate Image, Loyalty

The development of KUD (Village Cooperative Unit) in various regions experienced

various obstacles compared to other Cooperatives based on the Ministry of Cooperatives and
Small and Medium Enterprises Data. This shows that KUD has not been able to run its business
on its own, let alone develop it, including in the KUD Rukun Tani in Pageruyung District,
Kendal Regency. This study aims to analyze and identify the loyalty of members of the Rukun
Tani KUD which are influenced by the service quality through satisfaction, trust and corporate
image.
This study used a quantitative approach. The variables in this study were satisfaction
(Y1), trust (Y2), corporate image (Y3), loyalty (Y4), and service quality (X1). The study
population of 365 members and a sample of 191 members. The sampling technique uses
proportional sampling. The method of data collection used is a questionnaire. The method of
data analysis used is descriptive analysis and path analysis.
The path analysis result shows the influence of service quality on satisfaction of 43.3%,
the effect of service quality on trust is 54.6%, the effect of service quality on corporate image
is 61.8%, the effect of service quality on loyalty is 31.4%, influence satisfaction with loyalty
is 22.0%, the effect of trust on loyalty is 21.6%, and the influence of corporate image on loyalty
is 20.2%. The service quality has an indirect effect on loyalty through satisfaction of 6.5%. The
service quality has an indirect effect on loyalty through trust of 8.0%. The service quality has
an indirect effect on loyalty through corporate image of 8.5%.
This means that the role of members, in this case member loyalty greatly influences the
progress of the KUD. KUD needs to maintain the trust of members thus member loyalty is
always maintained, especially in the aspect of maintaining the reputation of the KUD and the
risks perceived by members in each business unit and product service offered by the KUD
Rukun Tani.