PERAN KEPUASAN KONSUMEN DALAM MEMEDIASI PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS KONSUMEN PADA TOKO DZAKA BANGUNAN DESA TELUK SUNGKAI KECAMATAN KUALA CENAKU

Abstract

The increasingly intense business competition requires companies to provide quality products and services to create customer satisfaction and loyalty. Dzaka Building Store, as a supplier of construction materials, also faces challenges in maintaining customer loyalty. The research problem is whether product quality and service quality influence customer loyalty, and whether customer satisfaction mediates these relationships. This study aims to examine the direct effects of product quality, service quality, and customer satisfaction on customer loyalty, as well as the indirect effects of product quality and service quality on loyalty through customer satisfaction at Dzaka Building Store, Teluk Sungkai Village. The research employed a quantitative approach with a population of 6,134 consumers and a sample of 98 respondents selected using random sampling. Data were collected through questionnaires with a Likert scale and analyzed using validity and reliability tests, classical assumption tests, path analysis, t-tests, and F-tests with the aid of SPSS software. The findings indicate that product quality, service quality, and customer satisfaction have a significant effect on customer loyalty. Furthermore, customer satisfaction mediates the influence of product quality and service quality on customer loyalty. These results confirm that improving product and service quality, supported by customer satisfaction, strengthens customer loyalty at Dzaka Building Store.