PERAN KEPRIBADIAN PELANGGAN TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN

This study to analyze the effect of Customer Personality in Satisfaction and Customer Loyalty on Users of Toyota in Yogyakarta. The subject in this study was users of Toyota in Yogyakarta. In this study, a sample of 156 respondents were selected using purposive sampling and data collection using questionnaire instruments. The analysis tool used is path analysis. Based on the analysis that has been done, the results show that Customer Personality has a positive and significant effect on Satisfaction but there is no significant effect between Customer Personality on Customer Loyalty, and Satisfaction Mediates the effect of Customer Personality on Customer Loyalty. Keywords: Customer Personality, Customer Satisfaction, Customer Loyalty.