International Journal of Scientific & Engineering Research Volume 9, Issue 2, February-2018 269 ISSN 2229-5518 IJSER © 2018 http://www.ijser.org EFFECTS OF SATISFACTION, TRUST AND COMMITMENT ON CUSTOMER LOYALTY La Ode Almana, La Utu, Mustakim, Asraf, La Halisu Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Indonesia Abstrack---This research is conducted in PT. MDPU Finance Branch of Kendari with 680 people as the population. There are 102 people as the research samples and it is used multiple linear regression as the analysis tool. Results of the research indicate that simultaneously there are positive and significant effects of the satisfaction (X1), trust (X2) and commitment (X3) variables on customer loyalty (Y) in PT. MDPU Finance Branch of Kendari. Higher level of customer satisfaction, trust and commitment will lead to higher customer loyalty in PT. MDPU Finance Branch of Kendari. Meanwhile, partially it is also found out that the satisfaction variable (X1) affects positively and significantly on customer loyalty (Y), trust (X2) affects positively and significantly on customer loyalty (Y). Commitment variable (X3) affects positively and significantly on customer loyalty (Y) in PT. MDPU Finance Branch of Kendari. Based on these issues, it can describe that partially the customer satisfaction, trust and commitment variables provide effects on the customer loyalty in PT. MDPU Finance Branch of Kendari. Index Terms -- : PT. MDPU Finance, Satisfaction, Trust, Commitment and Customer Loyalty ——————————  —————————— 1 INTRODUCTION itra Dana Putra Utama Finance is a private company en- gaging in the field of motor cycle financing which initially it provides credit for new motor cycle and then by the growing community demand, currently PT. MDPU Finance de- velops its business by providing cash funds with a warranty of motor vehicle owner certificate (BPKB) of two- and four- wheel- vehicles. PT. MDPU Finance engages in the field of service which its customers have long time horizon. Seeing at the condi- tion, this company is aware of the importance of increased cus- tomer loyalty. PT. MDPU Finance in the business sector of fi- nance competes with some existing finance companies in Kendari city, such as Adira Finance, Mega Auto Finance (MAF), Busan Auto Finance (BAF) Amanah Finance, Kredit Plus and others. In the future, there will be an increased number of finance companies giving service in the field of motor cycle financing, however in the future there will be increasing competition by the finance companies to maintain to obtain their prospective cus- tomers and maintain as well as improve their target markets. Hereby, it is necessary for the finance companies to have an abil- ity to build customer loyalty so that they can win the market competition. PT. MDPU Finance Branch of Kendari often faces problems related to the lack implementation of relationship marketing, lack of company performance and facility by the management of PT. MDPU Finance. Customers consider that the service given by PT. MDPU Finance is far less than their expectation. There are also other problems such as employees are less handy and proper in giving services for the customers, less commitment given by the party of PT. MDPU Finance, less adequate physical environment; these problems creates problems for the customers. One of the problems faced by PT. MDPU Finance was pre- sented in local printed media, namely one was experienced by Fadly in June 2015. This customer complained the management and employees of PT. MDPU Finance since they could not keep their promise stating that if the customer has paid off all of the installment then the warranty would be immediately given at the same day, but after a month, Fadly paid off the installment in PT. MDPU Finance, the warranty in the form of vehicle owner certif- icate (BPKB) was yet given, by a reason of processing. (Kendari Pos Newspaper June 2015). Some customers also face the same problem. Data on the number of PT. MDPU Finance customers show a decreased number of customers each month. This re- search aims to analyze the PT. MDPU Finance customer loyalty through improved customer satisfaction, trust and loyalty. 2 REVIEW LITERATURE 2.1 Customer Satisfaction Customer satisfaction is a part relating to the creation of customer value. The creation of customer satisfaction means some benefits for the company, such as a harmonious relation between the company and its customers, providing proper basic or creation of customer loyalty as well as forming a use- ful mouth-to-mouth recommendation for the company, so that there will be customer interest to purchase or use the company service. The customer satisfaction is created by the quality of offered good or service to the customers by the company. So that it can conclude that high level of customer satisfaction if influenced by high quality level of offered product or service to the customers (Lee et.al.,2000; 2001). Lupioyadi, R (2006), said that the customer satisfaction is measured by five factors that should be considered by the company: (a). product quality, means that the customers will be satisfied if the products that they use are qualified. (b) ser- vice quality, means that the customers will be satisfied if they can obtain proper or well-adjusted service to what they expect. (c) emotion, means that the customers will be proud and con- fident that others will be amazed if they use product with cer- tain brands having a tendency of higher satisfaction level. The M IJSER