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All Journal PARADUTA : Jurnal Ekonomi dan Ilmu-Ilmu Sosial
Aneu Yulianeu
Proram Studi Manajemen Universitas Harapan Bangsa
Humanities Economics, Econometrics & Finance Social Sciences

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Peran Kepuasan Konsumen Dalam Memediasi Pengaruh Kualitas Pelayanan Terhadap Loyalitas Konsumen Pada Ritel Kosmetik Jollie Purwokerto Meli Rosiani; Riska Nadiya Salsabela; Aneu Yulianeu
Paraduta : Jurnal Ekonomi dan Ilmu-Ilmu Sosial Vol 4 No 3 (2026): Oktober
Publisher : Universitas Madako Tolitoli

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56630/paraduta.v4i3.1801

Abstract

This study aims to analyze the impact of service quality on consumer satisfaction and loyalty, the impact of consumer satisfaction on loyalty, and the role of consumer satisfaction as a mediating variable in the relationship between service quality and loyalty among cosmetic retail consumers. A quantitative approach was employed, utilizing a purposive sampling technique to select customers of the cosmetic retailer. Data were collected via Likert-scale questionnaires and analyzed using component-based structural equation modeling. The results indicate that service quality has a positive and significant effect on consumer satisfaction. Service quality also exerts a direct, positive, and significant influence on consumer loyalty. Consumer satisfaction positively and significantly affects loyalty and is proven to significantly mediate the relationship between service quality and loyalty, acting as a partial mediator. These findings demonstrate that service quality plays a crucial role in shaping consumer satisfaction and loyalty, both directly and through consumer satisfaction as a connecting variable.
Co-Authors Meli Rosiani Riska Nadiya Salsabela