Tujuan penelitian ini adalah untuk menguji dan mengkaji pengaruh customer satisfaction terhadap customer trust, customer satisfaction terhadap customer loyalty, switching barriers terhadap customer trust, switching barriers terhadap customer loyalty dan customer trust terhadap customer loyalty. Penelitian ini dilakukan di Kota Tarakan dengan target populasi pelanggan Supermarket Sinar Terang Bersaudara. Responden penelitian ini adalah pelanggan yang pernah berbelanja di STB paling tidak dua kali dalam kurun waktu setahun terakhir, yang diambil menggunakan metode survei langsung dengan instrumen angket/kuesioner. Jumlah sampel dalam penelitian ini adalah 280 responden dengan teknik penarikan sampel yang digunakan dalam penelitian ini adalah non probability dengan teknik purposive sampling. Penelitian ini diuji menggunakan software Partial Least Square (smart PLS 3.0), hasil penelitian membuktikan bahwa customer satisfaction berpengaruh positif dan signifikan terhadap customer trust, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty, switching barriers berpengaruh positif dan signifikan terhadap customer trust, switching barriers berpengaruh positif dan signifikan terhadap customer loyalty dan customer trust berpengaruh secara signifikan dan positif terhadap customer loyalty. Disarankan pihak STB untuk meningkatkan dan mempertahankan indikator indikator yang menunjang kepuasan dan kepercayaan konsumennya dan meningkatkan hambatan berpindahnya agar konsumen menjadi loyal.

The purpose of this study is to examine and examine the effect of customer satisfaction on customer trust, customer satisfaction on customer loyalty, switching barriers to customer trust, switching barriers to customer loyalty and customer trust towards customer loyalty. This research was conducted in the city of Tarakan with the target customer population of Sinar Terang Bersaudara Supermarket. Respondents of this study were customers who had shopped at the STB at least twice in the past year, taken using survey methods directly with questionnaires / questionnaires. The number of samples in this study were 280 respondents with the sampling technique used in this study was non-probability with a purposive sampling technique. This study was tested using Partial Least Square (smart PLS 3.0) software, the results of the study prove that customer satisfaction has a positive and significant effect on customer trust, customer satisfaction has a positive and significant effect on customer loyalty, switching barriers have a positive and significant effect on customer trust, switching barriers positive and significant effect on customer loyalty and customer trust has a significant and positive effect on customer loyalty. It is recommended that the STB to improve and maintain indicator indicators that support consumer satisfaction and trust and increase barriers to move so that consumers become loyal.