ABSTRACT

Consumer trust is very important to a company because it increase sales volume, if sales increase, market share will be increased too. The purpose of this study is to analyze consumer trust in the companies that employ people with disabilities in handycraft industry Center for disabilty in Sewon, Bantul- Yogyakarta, Indonesia. The research design is descriptive research, it’s to explain the influence between variables, the location of this research is in Sewon Bantul, Yogyakarta, this research studied twenty companies in the handycraft industry, the number of samples is 276 consumers, sample selection by judgment sampling. Data in the form of primary data from questionnaires by respondents, The analytical tool used is descriptive statistics supported by SPSS software and Structural Equation Modeling (SEM) analysis supported by Lisrel software. The results of the study stated that : (1) Marketing Mix has a positive effect on Consumer Satisfaction (2) Marketing Mix has not a positive effect on Consumer Trust; (3) Marketing Mix has a positive effect on on Corporate Image; (4) Customer Satisfaction has not a positive effect on Customer Trust; (5) Corporate Image has has a positive effect on customer Satisfaction; (6) Corporate Image has not a positive effect on customer trust. The results of the research based on descriptive analysis show that: Consumer Trust, Marketing Mix, Customer Satisfaction and Corporate Image, both indicators and their average dimensions are perceived well by consumers.

Keywords: customers satisfaction, marketing mix, trust, corporate image