The Effect of Service Quality and Product Variety on Customer Loyalty with Customer Satisfaction as a Mediating Variable at Mitra Swalayan in Pujud District
DOI:
https://doi.org/10.59890/ijatss.v4i10.2Keywords:
Service Quality, Product Variety, Customer Satisfaction, Customer Loyalty, RetailAbstract
This study investigates whether service quality and product variety are associated with customer loyalty at Mitra Swalayan in Pujud District, Rokan Hilir, Riau, and whether customer satisfaction explains part of these relationships. A quantitative survey was conducted with 118 customers, and the data were examined through multiple regression, path analysis, and the Sobel test. The results show that service quality and product variety are positively and significantly related to customer satisfaction and customer loyalty. Customer satisfaction is also positively and significantly related to loyalty. The mediation tests indicate significant indirect relationships from service quality and product variety to loyalty through satisfaction. The findings highlight the importance of combining reliable service delivery with an assortment that fits customer needs. For retail management, attention to both operational service performance and relevant product choices can help strengthen satisfaction and customer loyalty
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