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p-Index From 2021 - 2026
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All Journal Journal of Management, Economic, and Accounting
Wikantara, I Wayan Adi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Mediating Role of Customer Satisfaction in the Influence of Product Quality and Service Quality on Customer Loyalty at Saos Ratih MSME in Bekasi: Pranata, I Made Wahyu Surya; Wikantara, I Wayan Adi
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1063

Abstract

The purpose of this study is to examine how customer satisfaction influences the effect of product quality and service quality on customer loyalty at the Saos Ratih MSME in Bekasi. The research was conducted using a quantitative approach with 64 respondents and analyzed using SmartPLS. The findings indicate that product quality has a positive effect on both customer satisfaction and customer loyalty, while service quality only affects customer satisfaction but does not influence loyalty. Customer satisfaction positively affects loyalty; however, it does not effectively mediate the relationship between product quality, service quality, and customer loyalty. Overall, product quality plays a more decisive role in shaping customer loyalty, whereas service quality contributes more to enhancing customer satisfaction.
Co-Authors Pranata, I Made Wahyu Surya