Abstract
This study aims to test and analyze service quality, customer satisfaction, trust and customer loyalty. This research was conducted at PT. Pharos Indonesia Denpasar Branch with research population is outlet that make purchasing, sample used 100 units with purposive sampling method. All data obtained from questionnaires are suitable for use, then analyzed using structural equation model based on variance analysis known as Partial Least Square (PLS).
 The results showed that the better the quality of service provided to customers, it will have a better impact on improving customer satisfaction, the better the quality of services provided to customers, it will have an impact on increasing trust customers, the more satisfied customers will have an impact on the increase of customer loyalty, the higher the trust the customer will have an impact on increasing customer loyalty, the more satisfied customers will have an impact on increasing trust customers and the better quality of services provided to customers will have an impact on increased customer loyalty.
 The implication of this research is that service quality can be improved by considering reliability, customer satisfaction can be improved by paying attention to customer satisfaction to the whole product. Trust can be improved by taking into account competence and customer loyalty can be improved by paying attention to make purchases regularly.
Highlights
In this era of increasingly competitive competition, effective strategies to build, maintain and increase every company is increasingly aware of the customer loyalty, one of which is PT
3.9 Testing of Research Instruments: The result of the research instrument test showed that all the questions of the four variables studied were valid, and showed good level of reliability (Alpha correlation coefficient (α) Cronbach is above 0.60)
It can be determined the results of hypothesis testing described in the following description: a) Quality of service (X) proved to have a positive and significant impact on customer satisfaction (Y1). with a positive path coefficient of 0.804 with T-statistic = 17.737 (T-statistic> 1.96), b) The quality of service (X) has a positive and significant effect on trust (Y2) with a positive path coefficient of 0.431 with T-statistic = 3.116 (T-statistic> 1.96)
Summary
In this era of increasingly competitive competition, effective strategies to build, maintain and increase every company is increasingly aware of the customer loyalty, one of which is PT. Pharos importance of customer loyalty aspects to ensure Indonesia Denpasar Branch. These habits can be built through repeated purchases within a certain period of time, if in a certain period does not make repurchase the person can not be said as a customer but as a buyer (Musanto, 2004). Pharos Indonesia Denpasar Branch is one branch that has a good sales growth with the achievement of 100% sales target. Pharos Indonesia Branch Denpasar can reach 100.3%.
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