<![CDATA[This study aims to analyze the effects of Brand Image and Service Quality on Customer Loyalty through Customer Satisfaction as a mediating variable at Bigowner Surya Nusantara Safety Store in Medan City. This study employed a quantitative approach with a causal associative research design. The population consisted of 877 customers who had conducted transactions during the previous seven months, from which 90 respondents were selected using purposive sampling. Primary data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The results demonstrate that Brand Image and Service Quality have positive and significant effects on Customer Satisfaction. Customer Satisfaction also has a positive and significant effect on Customer Loyalty. Furthermore, Brand Image and Service Quality have positive and significant direct effects on Customer Loyalty. The mediation analysis reveals that Customer Satisfaction does not significantly mediate the relationship between Brand Image and Customer Loyalty, indicating that a favorable brand image tends to influence customer loyalty more directly. In contrast, Customer Satisfaction significantly mediates the relationship between Service Quality and Customer Loyalty, demonstrating that improved service quality enhances customer satisfaction, which subsequently strengthens customer loyalty. These findings highlight the importance of maintaining a strong brand image and consistently improving service quality to enhance customer satisfaction and foster sustainable customer loyalty.]]>
