THE IMPACT OF PRICE FAIRNESS, CUSTOMER EXPERIENCE, AND CUSTOMER SATISFACTION ON THE LOYALTY OF SHRIMP PRODUCERS AFFILIATED WITH THE ACEH AQUACULTURE COOPERATIVE, WITH CUSTOMER TRUST AS THE INTERVENING VARIABLE

Abstract

This research examines the influence of price fairness, customer experience, and customer satisfaction on customer trust and producer loyalty. The study also tests the mediating effect of the customer trust variable. The sample in this study was 132 shrimp producers assisted by the Aceh Aquaculture Cooperative in Muara Batu District, North Aceh Regency. The full model in this panel was analyzed using the Amos SEM (Structural Equation Modeling) method. The findings of this research indicate that price fairness and customer experience have a significant impact on customer trust and producer loyalty. Moreover, the customer trust variable mediates price fairness with the producer loyalty variable in full mediation, customer experience with the customer loyalty variable in complete mediation, and customer satisfaction with the producer loyalty variable in full mediation