The Influence of Service Quality on Costumer Satisfaction and Its Implication on Costumer Loyalty (A Study at Yomart Store Kasomalang. Subang Regency)

Abstract

Increasing competition in the retail industry makes service quality a crucial factor in maintaining customer satisfaction and loyalty. This study aims to analyze the effect of service quality on customer satisfaction and its implications for customer loyalty at Yomart Kasomalang. The research employs a quantitative approach using a survey method with 98 respondents selected through purposive sampling, consisting of customers who have shopped more than once. Data were collected using questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, and path analysis with the assistance of SPSS 26 software. The results indicate that service quality has a positive and significant effect on customer satisfaction but does not directly affect customer loyalty. Customer satisfaction has a positive and significant effect on customer loyalty and fully mediates the effect of service quality on loyalty. These findings confirm that loyalty is formed through satisfaction driven by high-quality service. The practical implication of this research is the need to improve service dimensions, particularly reliability, and conduct regular customer satisfaction evaluations to foster long-term loyalty.