Jurnal Bisnis dan Manajemen (Bisma) ISSN 1978-3108 (Print) ISSN 2623-0879 (Online) Vol.13 No.2, 2019, pp.78 - 86 Fakultas Ekonomi dan Bisnis UPN Veteran Jawa Timur E-mail: wilma.izaak.mnj@upnjatim.ac.id, hestyprimarini.mnj@upnjatim.ac.id Jurnal Bisnis dan Manajemen https://jurnal.unej.ac.id/index.php/BISMA Jurnal Bisma, Vol.13 No.2, 2019, pp 78 - 86 INTERPRETASI KEPERCAYAAN DEBITUR KKM CENTRAL SANTOSA FINANCE CABANG SURABAYA Wilma Cordelia Izaak, Hesty Prima Rini Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jawa Timur, Surabaya Abstrak Tujuan dari penelitian ini adalah untuk menganalisis dan menginterpretasikan pengaruh perceived quality serta perceived value terhadap kepuasan dan loyalitas konsumen Kredit Kepemilikan Motor (KKM). Pengambilan sampel penelitian menggunakan teknik purposive sampling dengan sampel terdiri dari 67 debitur KKM di Central Santosa Finance Cabang Surabaya. Data penelitian dianalisis menggunakan metode Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa perceived quality berpengaruh positif signifikan pada loyalitas melalui kepuasan, perceived value berpengaruh positif signifikan terhadap loyalitas, baik secara langsung maupun tidak langsung melalui kepuasan. Namun, perceived quality tidak berpengaruh langsung pada loyalitas. Hasil penelitian tersebut mengimplikasikan bahwa perusahaan harus terus meningkatkan layanannya untuk mempertahankan kepercayaan, kepuasan, dan loyalitas konsumennya. Kata Kunci: kepuasan, loyalitas, perceived value, perceived quality. Abstract The purpose of this study is to analyze and interpret the effect of perceived quality and perceived value on consumer satisfaction and loyalty. The research sample was taken using a purposive sampling technique with the sample consisting of 67 debtors of motorbike ownership credit at the Central Santosa Finance Surabaya. The research data were analyzed using Partial Least Square (PLS) method. The results showed that perceived quality had a significant positive effect on loyalty through satisfaction, and perceived value had a significant positive effect on loyalty, both directly and indirectly through satisfaction. However, perceived quality did not have a direct effect on loyalty. These results implied that the company should continuously improve its service quality to maintain customer trust, satisfaction, and loyalty. Keywords: loyalty, perceived quality, perceived value, satisfaction.