MEDIATING EFFECT OF TRUST ON COMMITMENT AND BEHAVIOR

LOYALTY: THE MODERATING EFFECT OF PERSONALITY TRAIT

Murdjani Kamaluddin1 , Sinarwaty2 , Sri Wiyati Mahrani3, Asnun Arsyad4
1, 2, 3
Faculty of Economics and Business, University Of Halu Oleo
4
Graduate Student of Management, Faculty of Economics and Business, University Of Halu
Email: Sri_wiyati@yahoo.com
 become a part of people's lifestyles, so that mobile
Abstract— The purpose of this study was to test and analyze the companies should design a strategy to get closer to the
mediating effect on trust to commitment and behavior loyalty: target customers. A wide variety of methods are used,
the moderating effect of personality trait. Method of data ranging from the development of technology owned
analysis used in this study was Partial Least Square analysis. The continuously until the form of promotion is done to convey
result of this study showed that commitment has positive and the message that was brought to the target customers. This
significant effect to loyalty behavior with a high commitment
resulted in a very tight competition among cellular service
from customers then the more faithful they are, confidence in
commitment and word of mouth, a significant influence of trust companies, changes very rapidly as a result of the modern
towards a meaningful commitment with more confidence in the business era also affect the condition of the mobile operator.
provider the more commitment also they, the interaction of Only a strong company and excel in conducting the
commitment and personality trait variable is not significant to competition will survive.
behavioral loyalty, beliefs have a significant effect on loyalty Operator cellular companies competing to provide
behavior mediated by commitment. The research method used is services and facilities to the customer’s mobile phone to
the explanatory research with the completion of data is done communicate. The facilities provided not only a channel of
simultaneously in one stage of study or through cross section communication that is only focused provision of credit to the
through questionnaire. Explanatory research to give explanation
conversation. According to the development of today's
of causal relationship between variables.
technology, the facilities of the card provider can be either
Key Words: Trust, Commitment, Behavior Loyalty, Personality message, bonuses, or other Internet data packets and so on.
Trait One form of customer trust done so far is to
continue to use variations of card services provided by the
I. INTRODUCTION mobile phone provider card, where it is a form of loyalty
made by customers on the card is used.
World industry in Indonesia has grown rapidly, it
This study found that the trust variable acts as
causes a condition increasingly competitive business world it
mediation between the commitment to the customer loyalty
got tight. Each company is required to strive to create a
card provider behavior. Logical thinking that underlies that
sustainable competitive advantage in the face of the
variable trust acts as a mediating variable is due to the trust
emergence of more and more new players are moving in the
of the customer card providers that due to the variation of
same industry. Increasing number of industries that have
reliable services by the card provider will be influenced by
sprung up as a result of the level of community needs are
the level of satisfaction of the customer card that will have
increasing and varied, as the impact of the existing number
an impact on increasing the commitment and customer
of emerging industry marketing field is very influential and is
loyalty card cellular phone providers.
an essential element for competition.
This study Personality Traits are variables that play
One of the many emerging industries as mentioned
a role as a moderating variable that connects the
above is a cellular card provider, which is one of the service
commitment to loyalty, which does not affect the variable
product. Mobile cards already been recognized by the
Personality Trait commitment but moderating influence of
people of Indonesia since long as a communication tool that
commitment on loyalty. The underlying logic thinking why
can be used on mobile phones or cell phones.
Trait Personality variables play a role as a moderating
The growing interest and need for communication
variable due to see the characteristics of customers who are
has made many companies more ambitious to answer the
loyal to the card provider must first know the level of
challenge. It can be seen from the rise of mobile
personality of each customer, which basically customer
telecommunications services industry in Indonesia, ranging
interests and needs are diverse. Along with the emergence
from the emergence of new players, to innovation and forms
of these needs, appears motivated customers to find and
a vigorous campaign conducted by each company to attract
choose the card service provider that will be used in
customers. With the existence of such competition,
accordance with the personality of each customer. Lejniece
customers have a chance to obtain as much information, and
(2001) stated that customer behavior is influenced by three
receive a variety of alternative options before making a
factors: psychological factors (attitudes, knowledge, level of
decision.
interest and perception), personal factors (values and
These circumstances make the cellular companies
personality) and social factors. Hawkins, et al (2007)
must act to follow the market, mobile technology has now
suggested that the purchase of a product is influenced by

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several factors, both personal and situational, where the
personal factor is personality. Based on the description then
it is the basic consideration that the Personality Trait act as
a moderating variable that connects the variable
commitment to loyalty. et al (2007) suggested that the
purchase of a product is influenced by several factors, both
personal and situational, where the personal factor is
personality. Based on the description then it is the basic
consideration that the Personality Trait act as a moderating
variable that connects the variable commitment to loyalty.
et al (2007) suggested that the purchase of a product is
influenced by several factors, both personal and situational,
where the personal factor is personality. Based on the
description then it is the basic consideration that the
Personality Trait act as a moderating variable that connects
the variable commitment to loyalty.
Relationship Marketing is one of the appropriate
strategies to be implemented by the card provider's existing
mobile phone providers which have to build a good
relationship with its customers and can determine the level
of satisfaction of its customers and good relationships have
a tendency to behave loyal ..
The results of empirical research supports the
relationship between the dimension of the Behavior Loyalty
Relationship Quality, Mavis T, Adjie & Melissa N Clark (2010):
Wei-Ming et al. (2012), Tracey and Timothy (2010), and
Kantsperger and Kunz (2010).
Literature brand loyalty and customer loyalty is
dominated by two main streams, which flow stochastic
(Behavioral) and deterministic stream (attitude). In other
words, brand loyalty can be viewed from any brand
customers bought and how you are feeling or attitude of
customers towards a particular brand. The concept of
business development today is more geared to increasing
customer loyalty, but there is a difference expert opinion
where there are some opinions that see loyalty from the
standpoint of attitude and behavior.
Perspective attitude or deterministic stream, the
main assumption is that there are a small number of
explanatory factors that influence loyalty and commonly
viewed as a psychological attitude and commitment to
investigate the customer in the purchase, without the need
to consider the specifics effective purchasing behavior.
Behavioral perspective (behaviors) are of the view
that the inherent loyalty behavior cannot be explained or
too complex to be understood. The number of explanatory
variables interacting cause explanation of the behavior of
loyalty is very difficult to do.
II. LITERATURE REVIEW
Theoretical study
This study was conducted to examine the relationship
between the constructs Relationship Quality on Customer
Behavior Loyalty card cellular phone providers are
moderated by Personality Traits. Of the three constructs
studied relationships, early attention focused on the
constructs of personality traits. The underlying reason that
personality traits is an important factor is because in every
human psychological self-contained five characters
personality possessed by each person. This factor willsee
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how the role of the psychological adjustment (psychological
adsjustment) in a person.
Psychological adjustment very played by several
factors, including changes in life, personality, and variable
social support more guiding perceptions and reactions to
someone perform a series of actions relating to the behavior
for use of a product so that the individual has a pattern of
behavior, beliefs and emotional reactions are predicted to
be appropriate with what he wanted.
This study examines the role back in the Big Five
personality dimensions on psychological adjustment to the
cellular provider's customer card. The scope of this study is
to examine the relationship between the constructs
Relationship Quality on Behavior Loyalty, then the role of
moderation Personality Traits. Grand basic theory
underlying this study is Relationship Marketing Theory and
customer behavior theory.
Trust
Customer confidence (trust) is generally regarded
as an essential element for the success of relationships.
Without the trust of customers, a relationship will not
survive in the long term. Literature trust brings confidence,
which is part of the trusting and the result of the belief firm
that things are to be believed (trusworthy) are reliable and
have high integrity, which is associated with consistent
quality, competent, honest, clear, accountable , helpful, full
of goodness.
Commitment
Commitment is defined as a strong desire of the
members of the organization to enter into a voluntary
organization and strive for the benefit of the organization
(Permana, 2005). So this is a picture fidelity commitment the
members of the organization, including customers, led the
organization to organization. Commitment as a situation
where a customer in favor of a particular organization and
its goals and intend to maintain membership in the
organization Robbins (2003).
Commitment by Morgan and Hunt (1994) is "an
exchange partner believing that on-going relationship with
another is so important as to warrant maximum Efforts at
maintaining it; that is, the committed party Believes the
relationship is worth working on to the Ensure that it
Endures indefinity. "This definition is almost identical to that
delivered by Moorman and Zaltman (1993) which states that
the commitment as a desire continuously to maintain a
relationship that's worth.
Relationship of value associated with the belief that
there is only a relational commitment when the relationship
is considered essential. In addition, the constant desire to
maintain a relationship with the view that the relationship
partner commits wants to run continuously and will strive to
maintain it.
Morgan and Hunt (1994) also stated that all current
marketing activities, always geared to create, maintain, and
sustain successful relational exchanges. Thus, relationship
marketing becomes a very important thing. Practitioners
and academics began to realize the importance of
connections made between marketers and customers.
Morgan and Hunt (1994) states that in establishing a
relationship marketing to be aware of two things is the key
factor, namely: customer confidence (trust) and
commitment (commitment) of all parties involved in these
activities. In line with the above description,
Behavior Loyalty
Behavior definition of loyalty
Entering the new millennium, the future
orientation of the company experienced a shift from the
conventional approach toward contemporary approach. The
conventional approach emphasizes customer satisfaction,
cost reduction, market share, and market research. While
the contemporary approach focuses on customer loyalty,
customer retention, zero defections, and lifelong customers.
According Schnaars (1998) there are four kinds of
possible relationships between customer satisfaction and
customer loyalty: failures, forced loyalty, Defectors, and
SUCCESSES. Customers who truly loyal not only potentially
become a word-of-mouth advertisers, but also likely loyal to
the company's portfolio of products and services for long
periods of time. Term customer loyalty is actually the
majority of brand loyalty reflects customer loyalty to a
particular brand and as consumers are not differentiated
and can be used in turns.
The concept of today's business development
geared to create and maintain customer loyalty. "The
primary reason is a loyal customer can enhance the
company's competitiveness and profitability achieved by the
company, on the other hand the customer feel secure on the
risk of the quality of goods / services and procurement of
goods and reduce the search costs of goods / services
required" (Kennedy et al., 2001).
Personality Traits
Personality Traits by Lewis Goldberg
Humans are distinguished the characters coming
and personality possessed by each individual. Each has its
own characteristics, attitudes, and patterns of thinking itself
is heavily influenced by the environment they grew up and
acquired forms of education. Personality theory is the
dimensions of personality that may be possessed by all
human beings in this world, namely OCEAN; Openness,
Conscientiousness, Extraversion, Agreeableness,
Conscientiousness.
Personality Traits by Paul T.Costa. jr
Personality is an important determinant of the
ways people cope with stress.
Personality Traits by Robert R.McCrae
Personality is the dimension of individual
differences in the tendency to show a consistent pattern of
thoughts, feelings, and actions. They affect personal
interactions and social support, health and somatic
complaints habits, attitudes and values, how to cope, work
and leisure interests, and more.
Dimensions of Personality Traits (Personality Traits)
Big five personality development very rapidly in a
variety of personality research. Various studies have shown
that many things that were able to predict with trait-trait in
personality big five. Personality traits are classified into five
factors:
1. extraversion (extraversion)
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Assess the quantity and intensity of interpersonal
interaction, level of activity, needs to be supported, the
ability to be happy. These dimensions indicate the level of
pleasure a person to be a relationship. The extravert tends
friendly and open, and spend a lot of time to maintain and
enjoy a number of relationships. While introverts tend not
fully open and have fewer ties and unlike most others, they
are more pleased with the solitude.
2. Agreeableness (Friendliness)
Assessing the quality of an individual with a
continuum of value orientation of gentleness to the
antagonist in thinking, feeling and behavior. This dimension
refers to the tendency of a person to submit to others.
People who are able to agree, much more appreciative
harmony than speeches or the way they are. They belong to
the cooperative and trust in others. People who rate low
ability to consent, focusing more on their own needs rather
than the needs of others.
3. conscientiousness (Awareness)
Assessing the ability of individuals in the organization,
both on the perseverance and motivation in achieving its
objectives as their immediate behavior. In contrast to assess
whether the individual is dependent, lazy and sloppy. This
dimension refers to the amount of interest at the center of
one's attention. People who have high scores tend to listen
to your heart and pursue a little bit of interest in one way
directional and tend to be responsible, strong survive,
dependent, and achievement-oriented. While the score is
low, it will tend to be more distracted, pursue multiple
objectives and more edonistik (Robbins, 2001).
4. neuroticism (Neuroticism)
This trait assess the stability and emotional
instability. Identify trends in the individual if the individual is
experiencing stress, have ideas unrealistic, have maladaptive
coping response. This dimension accommodates a person's
ability to withstand stress. People with a positive emotional
stability tend to be characterized by calm, passionate and
safe. While those who scored high negatives tend to be
depressed, anxious and insecure.
5. Openness to experience (Openness to new experiences)
Proactively assess their business and the appreciation
of the experience for its own sake. Assessing how he dug up
something new and unusual. This dimension leads about a
person's interest. Someone who is fascinated by the novelty
and innovation, it will tend to be imaginative, really sensitive
and intellect. While people on the other side of this category
openness looks more conventional and find pleasure in the
intimacy.
A person's personality is influenced by elements of
nature and nurture. It is why every individual responds
differently to each stimulus or action that is done to him. In
general the Big five researchers have focused their work on
the stabilization and personality changes.
Extraversion, agreeableness (approval),
conscientiousness (conscience), neuroticism and openness
are traits that exist in the theory of the Big five. These traits
exist because many analysts emerge from the human
personality that often arise in everyday life.
This model emerged from the factor analysis of
adjectives used to describe the personality and of the factor
analysis of various tests and scales equivalent. Approach to
the big five personality was mostly based on studies, which
are based on the theory of inductive approach to personality
means that the resulting theory if not collected in a way that
is good and comprehensive, the results obtained will have a
limited validity. Many researchers believe that the biological
basis of the Big Five would normally be found, otherwise the
dimensions of the Big Five were mostly from the lexical
approach to trait. Each individual would have a different
personality. Five dimensions of personality called by the Big
Five Trait, of which consists of openness, conscientiousness.
III. KONSEPTUAL FRAMEWORK
Trust on Commitment
Trust as one of the basic relationship quality and is
considered important in building a relationship quality. It is
considered to determine and predict the behavior of the
relational partners in order to achieve the degree of
certainty attached to an individual when building a
relationship quality (Miller & Roger, 1987). Confidence could
lead to a commitment to a relationship built by the company
and the customer. Those efforts led to a commitment to a
relationship built by the company and customers as well as
the preservation of the relationship (Morgan & Hunt, 1994).
The parties establish a relationship must have trust in each
other. By maintaining and strengthening trust is important
to for the long term success of a relationship (Palmatier,
2001).
Commitment on Behavior Loyalty
Commitment is the same with trust, a key
mediating variables for relationship marketing (Morgan and
Hunt, 1994; Palmatier et al, 2007). Organizational
commitment is one of the longest variable and the most
studied in the literature of organizational relationships.
Commitments related to the confidence in the relationship
that is essential to ensure maximum effort in maintaining
the relationship. Therefore, the commitment is an
evaluation of current benefits and costs of a relationship,
implying a long-term orientation of the relationship. The
desire to maintain this relationship is based, on the fact that
members of the network are mutually committed, identify
commitment as the key to achieving good results Morgan
and Hunt (1994).
Trust on Behavior Loyalty
Morgan and Hunt in (Akbar and Parves, 2009: 26)
"stated the trusts exist only when one party has confidence
in an exchange partner of reliability and integrity" states that
the trust only when one side believes the cooperative
relationship that is reliable and has relationship integrity.
Morgan and Hunt (2007: 16) revealed that the
behavior of connectedness that occurs between the
company and its partners are determined by the confidence
and commitment, so it can be estimated that the trust will
have a positive relationship with loyalty.
Commitment on Behavior Loyalty moderated by
Personality Traits
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Linkages commitment and customer loyalty
proposed by Nielsen (1998). The increased commitment will
affect the increased customer loyalty. This is understandable
given the high commitment to make the customer keep
good relations that have been established by the service
provider.
Commitments in the concept of long-term
relationship, plays a very important because most long-term
relationships are based on commitment from both sides.
Commitment is an extension of the need to maintain the
relationship caused by the economic benefits and switching
cost (Peppers, 2004: 44). In a study Pitchard in Zulganef
(2002: 103) has revealed that the consequences of their
commitment is loyalty. Loyalty here interpreted as the
purchase of continuous, so that a commitment can have
consequences on loyalty.
Trust on Behavior Loyalty mediated by Commitment
Morgan and Hunt (2007: 16) revealed that the
behavior of connectedness that occurs between the
company and its partners are determined by the confidence
and commitment, so it can be estimated that the trust will
have a positive relationship with loyalty.
Trust as one of the basic relationship quality and is
considered important in building a relationship quality. It is
considered to determine and predict the behavior of the
relational partners in order to achieve the degree of
certainty attached to an individual when building a
relationship quality (Miller & Roger, 1987). Confidence could
lead to a commitment to establish a relationship by the
company and the customer. Those efforts led to a
commitment to establish a relationship by the company and
customers as well as the preservation of the relationship
(Morgan & Hunt, 1994). The parties establish a relationship
must have trust in each other. By maintaining and
strengthening trust is essential to the long term success of a
relationship (Palmatier, 2001).
Research hypothesis
Model hypothesis can be put forward in this
research is
H1 : commitment significant effect on behavior
loyalty.
H2 : Trust significant effect on behavior loyalty.
H3 : Trust significant effect on commitment.
H4 : commitment significant effect on behavior
loyalty moderated by personality traits.
H5 : Trust significant effect on behavior loyalty
mediated by commitment.
IV. RESEARCH METHOD
Types of research
This study aimed to examine the effect of
relationship quality on loyalty behavior moderated
personality traits as a moderating variable in Southeast
Sulawesi community. Based on the objectives and nature of
the relationship between variables, this study included an
explanatory study, a study that aims to find an explanation
of the functional relationships between variables or the
effect of other variables, and test hypotheses (Singarimbun
and Efendi, 1995).
Research design
The design of this research uses explanatory research
approach to data collection is done in a single step (one shot
study) or in cross-section through a questionnaire.
Explanatory research is intended to explain the causal
relationship between variables through hypothesis testing
or testing is to obtain the right to draw conclusions that are
causality (causation) between the variable and then choose
an alternative action (Kuncoro, 2003).
Research Location and Time Research
This study is located in Southeast Sulawesi, where the
respondent is Southeast Sulawesi community as a cellular
provider phone card customers. The location determination
is based on a consideration - the following considerations:
a. Southeast Sulawesi community in communication via
a mobile telephone operator.
b. Most of the people of Southeast Sulawesi is the
customer and mobile phone subscribers.
Southeast Sulawesi community has the ability to describe
the satisfaction of the end-users of mobile operators, the
quality of relationships established with the mobile
operators as consumers, and have the personality traits
that can be used to measure customer loyalty.
Operational Definition
Referring to the identification of variables that has
been stated above, the operational definition of research
variables are;
1. Trust customer confidence is on the card phone
provider is used. Indicators measuring the confidence of
customers, namely: (1) Honesty (honesty) (2) Credibility
/ Faith (credibility / confidence), (3) Integrity / sincerity
(Benevolence) was adopted on (Manuel J. Sanchez et al.
(2009), Mavis T. Adjei (2010), and Wei-Ming, et al.
(2011), namely:
a) Honesty (honesty) that customer responses to
the promised service information card mobile
phone provider.
b) Credibility / Faith (credibility / confidence) that
the customer confidence on the services
provided by the mobile phone provider card.
c) Integrity / sincerity (Benevolence), namely
customer responses to the responsibility of the
card mobile phone provider.
2. commitments the positive attitude of customers
towards mobile card provider in Southeast Sulawesi
which includes: (1) commitment to maintain the
relationship (2) the importance of relationships, (3)
ownership, (4) pride, which was adopted from (Manuel
J. Sanchez et al. ( 2009), Mavis Adjei T. (2010), and Wei-
Ming, et al. (2011).
a. Commitment to maintaining a relationship
(maintain the relationship) is the strong
desire of customers to maintain
relationships with phone providers card.
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b. The importance of a relationship (very
important to me) that the customer
response to the importance of a relationship
with a mobile phone provider card.
c. A sense of belonging that customers have a
high sense with cellular phone providers
card
d. Pride (very proud) that sense of pride on the
card provider customers used
3. Behavior Loyaltya customer loyalty card to the mobile
phone provider in Southeast Sulawesi in the form of
attitudes and behavior. The indicator of loyalty Behavior
variables, namely:
a) Purchase Intention namely the willingness of
customers to buy a mobile phone card service
provider in the Southeast.
b) Reference a customer gives a positive statement
and recommend the experience on a mobile phone
card provider to others.
c) Price Sensitivity a customer disinterest to offer
lower prices than other mobile provider card.
4. Personality Traitsis a customer characteristics that can
affect a person's behavior related to the selection of
cellular phone providers card is in use. The indicators of
the variable Personality traits are:
a. Extraversion is characteristics of customers who are
always obedient to the surrounding environment.
b. Agreeableness is the characteristics of customers
who can readily adapt to the mobile card service
provider.
c. Conscientiousness are characteristics of customers
who easily influenced by the environment to use a
cellular provider card.
d. Neuroticism are characteristics of customers who
are still finding out the mobile phone card service
provider.
e. Openness characteristic customers who are likely to
try different brands of cards existing cell phone
provider.
f.
Population and Sample Research
The study population was all subscribers of mobile
operators in Southeast Sulawesi providers who use the Card
Provider Telkomsel, XL and Indosat are divided by 12 districts
/ cities are numbered 2814747 customer. Given the large
number of customers, then the sampling is done by using
Three stage sampling, the sampling using three stages. The
steps of sampling are described below:
1. The first phase, set the number of samples in 12
districts / cities with purposive sampling method,
which takes 5 cities / counties of Southeast Sulawesi
Province as a sample with consideration of: (a)
Represents card customer cellular phone providers
respondents who had an age range of about 15-58
with consideration that respondents in that age
categorized able to answer the question properly,
(b) If the respondent has more than one mobile
phone provider card will be asked which cards are
often used.
 2. The second stage, is sampling customers from five
districts / cities. The samples were made by
customers using random sampling method. Having
in mind the large sub-population (N) all subscribers
in five districts / cities, the sample size (n) can be
determined that the customer 204 (using the
formula Slovin, (Umar: 2004).
3. The third stage is after sampling the customer
sample selection was done by using sampling
accident which sampling method is based on
chance (Sugiyono, 2002). In the sense that all
customers who happened to mobile operators at
the location so that samples are taken can be said
to be representative
Based on the formula Slovin (Umar, 2004) the size
of the sample can be calculated as follows:
n= N relationship (C2), ownership (C3), and pride (C4) is valid is
1  N(e)2
Information:
n = number of samples
N = total population
e = the percentage of non-clearances carefully
situations (precision) Due to sampling error that
can be tolerated or desirable (= 7%)
On this basis, the number of samples in this study
were as many as 204 people.
1.789.792
n=
1  1.789.792 (0,07) 2
n = 204.0584 or rounded to 204 Respondents
Method of collecting data
This research, data collection instruments used are
questionnaires with consideration of a large enough sample
coverage and standardization of answers according to the
purpose of filling out the questionnaire. The purpose of the
subscription of the questionnaire is to obtain information
relevant to the purpose of the survey, as well as obtain
information with a level of reliability and validity as high as
possible (Rangkuti, 2007). In addition to the questionnaire
also supported by documentation from the internet in the
form of a general overview of the mobile phone operator.
Scale and Measurement Data
Measuring variables in this study using a
questionnaire with Likert scale. According to Ridwan (2004),
a Likert scale is a psychometric scale used in the
questionnaire and is one technique that can be used in the
evaluation of a program or policy planning.
Analysis of Partial Least Square (PLS)
Partial Least Square (PLS) is a more appropriate
approach for the purposes of prediction. PLS was first
developed by Herman Wold, he is an employee of Karl
Joreskog (who developed SEM). This model was developed
as an alternative to situations where theory is weak or
indicators available do not meet the reflexive measurement
model. Wold (1985) mentions PLS as "soft modeling". PLS is
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a powerful analytical method because it can be applied at all
scales of the data, does not require a lot of assumptions and
the sample size should not be large. PLS than can be used as
a confirmation of the theory can also be used to recommend
the relationships that exist or not and also propose further
testing proposition.
V. RESULT AND DISCUSSION
This study all the variables of trust, commitment, personality
traits and Behavior loyalty is measured by indicators that are
reflective, then the evaluation of the measurement model
can be done by looking at the value of convergent validity,
discriminant validity, and composite reliability.
Based on the results of the above measurement model
appears that the four indicators of commitment to
maintaining relationships (C1), the importance of a
used to reflect the commitment variable measurement. This
is evidenced by the estimated value of the indicator variable
outer third loading commitments maintaining relationships
(C1), the importance of a relationship (C2), ownership (C3),
as a whole has a value greater than 0.70 sedangan pride
indicators (C4) has an outer loading amounted to 0.648 but
can be tolerated up to 0.50. (Ghozali, 2015). By him that the
correlation between these four indicators on the whole
positive and significant in reflecting the variable
commitment.
Variable Behavior Measurement loyalty
Based on the results of the above measurement model
appears that all three indicators of purchase intention,
reference, and price sensitivity is valid measurements of
variables used to reflect Behavior loyalty. This is evidenced
by the estimated value of the indicator variable outer
loading purchase intention and price sensitivity as a whole
has a value greater than 0.70 sedangan reference indicator
has an outer loading of 0.665 but can be tolerated up to 0.50.
(Ghozali, 2015). By him that the correlation between these
three indicators on the whole positive and significant in
reflecting the variable Behavior Loyalty.
Variable Measurement Personality traits
Based on the results of the above measurement model it
appears that the five indicators Extraversion, Agreeableness,
Constiousnesscie, Neuriticsm, Openness is valid
measurements of variables used to reflect the personality
traits. This is evidenced by the estimated value of the fifth
loading indicator variable outer Extraversion,
Agreeableness, Constiousnesscie, Neuriticsm, Openness as a
whole has a value greater than 0.70. By him that the
correlation between the five indicators on the whole
positive and significant in reflecting the variable personality
traits.
Hypothesis testing:
H1: Commitment has Significant effect on Behavior loyalty.
Based on the presentation of data in the table 5:10
above, the hypothesis that commitment significantly
influence the Behavior loyalty, it can be seen that the
influence of commitment to the Behavior loyalty gain
coefficient value of 0.224 with a t-count of 3,559, which
means greater than the value t table 1, 96 and significant
levels of p-value 0.000 <0.05. These results indicate that
there is significant influence of commitment to the Behavior
loyalty, which means the higher the commitment of the
more loyal customers are they, and thus the fourth
hypothesis (H1) is acceptable.
The results of studies that support this research is J.Sanchez
Manuel Franco, Angel Francisco Villarejo Ramos, Felix A.
Martin Velicia (2009) with the title The moderating effect of
gender on loyalty toward internet service providers. The
purpose of this study was to test the gender role of
moderating the quality of relationships in the Internet
service provider, for testing the validity, reliability,
measurement models and assessment of the structural
model the researchers used an analysis tool PLS (Partial
Least Square), results showed that commitment significant
effect on loyalty.
H2: Trust has Significant Impact on Behavior Loyalty.
Based on the presentation of data in the table
above 5:10, the hypothesis that trust Behavior significant
effect on loyalty, it can be seen that the effect of trust on
loyalty Behavior gain coefficient value of 0.272 with 4.228 t
count which means greater than 1.96 and the value t table a
significant level of 0.000 p-value <0.05. The results indicate
that there is a significant effect of trust on loyalty Behavior
which means the customer to the provider increasingly
believe the more loyal they are anyway, so the fifth
hypothesis (H2) is acceptable.
The results of the study are in line with this research
is Mavis Adjei T. (2010), with the title; Relationship
marketing in a B2C context: The moderating role of
Personality Traits. The purpose of this study is to investigate
the role of moderation Personality Traits in establishing a
relationship between variables Satisfaction, Relationship
Quality on Behavior Loyalty especially in efforts to build a
strategy to retain customers in industry business-to-
customer (B2C) context in the industrial sector retail. The
results showed that; there is a relationship between
Relationship and Behavior loyalty when viewed from
generalizations.
H3: Trust has Significant Impact on Commitment.
Based on the presentation of data in the table
above 5:10, the hypothesis that trusts a significant effect on
commitment, it can be seen that the effect of trust on
commitment obtained coefficient value of 0.222 with a t-
count of 2,385, which means greater than t table 1.96 and
the significant level of p-value 0.018 <0.05. These results
indicate that there is significant influence of trust on
commitment, which means the more confidence the
customer to the provider, the more committed they are
anyway, so the third hypothesis (H3) is acceptable.
The results of studies that support this research is Chung and
Shin (2010) with the title of the study: The antecedents and
consequents of relationship quality in the Internet shopping
purpose of this study is to examine and explain the influence
of online retail sites on the characteristics of customer
satisfaction. Besides highlighting the importance of the
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quality factor of the relationship (customer satisfaction, e-
trust, and e-Commitment) towards a positive statement of
mouth (WOM) in South Korean online retail. The results
showed that: e-confidence significantly influence the e-
commitments and e-word of mouth.
H4: commitment has significant influence on loyalty
Behavior Against moderated by Personality Traits.
The test results moderating variables as shown in
Table 5.11, shows that the direct effect of personality
variables trait (b2) to the loyalty Behavior at 0.221 to the
value of the critical point (CR) of 3.321 is greater than t-table
1.96 and p-value of 0.001 (p <= 0.05) showed a significant
effect. Meanwhile, the test with moderation (interaction)
obtained coefficient of interaction between the variables of
the commitment and the personality trait (b3.) Of 0.074 with
the value of the critical point (CR) of 0,425 is smaller than
1.96, and the t-test p-value of 0.671 (p-value>= 0.05)
means insignificant. Thus the sixth hypothesis (H4) which is
proposed in this study can be rejected
The results of this study found that the interaction of the
commitment and personality trait variable did not
significantly influence the loyalty Behavior. By paying
attention to the significance of each coefficient (b2) and
(b3), it can be said that personality trait is moderating
variable prediction (Predictor moderation). The path
coefficients of the commitment and personality variables
interaction is a positive trait can be interpreted that
personality trait moderating variables have a direct
influence on behavior loyalty. It can be concluded that
personality trait has the potential to be a predictor variable.
H5: Trust has Significant influence Behavior on loyalty
mediated by Commitment.
Based on the picture above, it can be seen the
direct effect of each variable in the test, which will then be
tested indirect effect by multiplying the coefficient of direct
influence there.
Discussion of Results:
Direct Impact
Influence of Commitment on Behavior Loyalty
The test results for the four found that the better
the card service provider variations provided to customers
will increase customer commitment to customer loyalty card
phone provider. That is to say changes increase card service
providers will increase customer commitment which will
increase customer loyalty card provider. The underlying logic
of thinking customer commitments will be realized if the
customer has a loyalty to the customer's card if the phone
provider has a commitment to variations in the services
provided by the card so that the phone provider of customer
loyalty cards can occur.
The process effectively increase customer
commitment can be seen: (a) the availability of a given signal
range card provider to the customer by increasing the
strength of the signal reception. (B) The availability of the
feature in the card offered as providing premium services
that can be used for the sake of work or everyday
environment. (C) Capable of providing bonuses and promos
that are superior to cellular phone provider’s card. (D) The
active period is extended card how many months longer
than usual. (E) Delivering a service appointment card that
corresponds to the given associated with pulse charging
more transparent. (F) Providing a modern mobile network
quality and reliable for the customer card provider.
Influence of Trust on Loyalty Behavior
The result of fifth hypothesis says that the higher
the customer trust, customer loyalty card mobile phone
providers will be higher. Customer loyalty card provider will
happen when the customer feels that the card provider has
been able to prove all the services card information
providers that have been presented to customers that will
make the customer pinning their hopes on the card that
provider other than that the customer feels that the card
provider must be honest in providing information services
card providers are required by the customer card phone
provider.
The results of this study are supported by several
theories in which the Trust is the foundation of the business.
A business transaction between two or more parties would
occur if each mutual trust. Confidence (trust) is not simply to
be recognized by other parties / business partners, but must
be built from scratch and can be substantiated. Trust has to
be considered as catalysts in a variety of transactions
between sellers and buyers so that customer satisfaction can
be realized as expected Marta Ferna'ndez-Olmos, (2011).
Contributions Research:
Theoretical Contributions
This study provides a theoretical contribution to the
development of science, especially the study of Marketing
Management Relationship Marketing and Consumer
Behavior, which can be described as follows:
1. The relationship between Relationship Marketing
Model of the Behavioral Loyalty and Personality trait
as moderating variable is a model of the development
of previous studies conducted separately.
2. Adding another indicator of personality traits, where
the indicator earlier in this study are: Consumer
Innovativeness, Variety Seeking, Relationship
Proneness replaced by using other indicators of
personality traits others, the underlying reason why
replace another indicator of variable personality
traits that already exist in previous studies in research
Mavis, T Adjie and Clark (2010) and J.Sanchez-Franco
(2009) because according to research conducted on
Mavis, T Adjie and Clark in his research is said to
further research should add another indicator of
Personality traits, so it is this that underlies the
author to examine the theme .For completing the
existing deficiencies in the variables, author
combines the variables of the concept put forward by
(Manuel J. Sanchez et al. (2009), Mavis Adjei T.
(2010), and Wei-Ming, et al. (2011) so that the
variables of this research can be applied in the
research object.
Wearing another indicator of variable Personality traits
that are not used in the previous study, namely:
8
Extraversion, Agreeableness, Neoroticm, openess,
Conscientiousness.
Practical contribution
This study provides a practical contribution to the
company's Provider and the Manager of the company,
especially in Southeast Sulawesi province, as follows:
The level of trust, and commitment to customers is
strongly influenced by the personality trait in which the
personality trait that will shape the behavior of a person in
determining the quality of relationships that will determine
the level of loyalty of a person to keep using the card mobile
phone provider to be used. Uniqueness is what makes the
personality trait as a variable that is used to describe the
individual that is different from other individuals.
Implications of Research
Based on the results of the discussion and the
contribution of this research, the implications of this study
as follows:
1. The research has implications on the development of
conceptual and theoretical insights regarding the
development of the science of marketing
management, in particular the theory of the
Behavioral Loyalty Relationship Marketing and
Personality trait, The study's findings prove that the
satisfaction and trust of customers can improve
customer commitment and loyalty to the products
offered mobile phone provider in moderation by a
personality trait.
2. Methodological implications, this study sought to
develop concepts that already exist in theory,
especially in Marketing Management Relationship
Marketing to Behavioral and Personality trait Loyalty.
The conventional paradigm (positivism) very highly
praised the neutrality of science, which means free
from the values that live in the community. Because
of the expected results of this study open up
opportunities for any scientist to test it with the same
paradigm as well as different paradigm certainly
expected the result would have been different.
The results of this study have implications for the
management of knowledge and understanding, especially
for companies related to that company's cellular phone
providers on the importance of increasing customer
confidence so as to affect the commitment and loyalty in
order to keep using the products offered by a single provider
without switching to another provider.
VI. CONCLUTION AND RECOMMENDATION
Based on the results and conclusions of this
study, may put forward suggestions of the
recommendations of this study as follows:
1. Card provider for the phone toto retain customers
through the personality traits that exist in each
individual that can increase loyalty in a way is a
variation Improving card service provider. The
strategy is to add exciting content from the card
service provider for customers
 2. Card provider for the phone tofor innovation or
breakthrough associated card service provider.
The strategy is to create a card service content
based on the characteristics of existing customers
3. For phone card providers need to create reliable
card services for the card provider. The strategy is
that customers who have contentiousness type
characteristics, neoroticm, and openness not
easily switch card providers because the benefits
gained in the card sat.
4. For further research to examine more in the
model by looking at the relationship between
Commitment and personality traits. Moreover, it
can analyze other variables that can improve
customer loyalty.
5. For further research, it is expected that adds a
dimension of trust as a moderating variable that
connects the variable Personality Trait against
Behavior Loyalty
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