The Role of Consumer Satisfaction in Mediating the Effect of Consumer Preference on Consumer Trust in Purchasing Cluster Housing in Jember

This paper is part of an ongoing dissertation that aims to analyze the mediating effect of consumer satisfaction in the relationship between consumer preference and consumer trust. The finding is a concept and is offering the model of the effect of consumer preference on consumer trust that has not been discovered by previous studies. The object of the study is the consumer purchasing the cluster housing. Data were collected using a proportional random sampling. Primary data were obtained through questionnaire and analyzed using GSCA, Generalized Structured Component Analysis. The results indicate that consumer preference has no significant effect on consumer trust to the housing developer. However, consumer satisfaction have an important role in mediating the effect of consumer preference on consumer trust towards the developer of cluster housing.