The Influence of Price Fairness and Corporate Image on Customer Loyalty towards Trust

ABSTRACT: Fashion trends that have sprung up in various media make people always try not to miss about thelatest fashion models at the moment. The fact that Zara is under of PT Inditex managed to become the largestretail company in the world with annual sales revenue of $ 30 million.This study aimed to explain the effect ofprice fairness and corporate image towards trust and loyalty of Zara customers in Bali. Respondents obtained are100 respondents based on non-probability sampling which are purposive sampling.Data analysis method used ispath analysis with SPSS 24.0 for Windows as the research tools. The results showed that (1) the price fairnesshas a positive and significant effect on customer trust; (2) the corporate image had a positive and significanteffect on customer trust; (3) the price fairness and significant to customer loyalty; (4) the corporate image has apositive and significant effect on customer loyalty (5) customer trust has a positive and significant effect oncustomer loyalty, (6) customer trust can mediate the price fairness relationships with customer loyalty; and (7)customer trust can mediate the relationship between corporate image and customer loyalty.

Keywords: trust, loyalty, path analysis