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All Journal International Journal of Social and Education (INJOSEDU)
Ni Wayan Sri Suprapti
Udayana University

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THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING THE EFFECT OF PRODUCT QUALITY ON CUSTOMER LOYALTY TOWARD LETA HANDMADE ACCESSORIES Made Aditya Prayoga; Ni Wayan Sri Suprapti
INJOSEDU: International Journal of Social and Education Vol. 3 No. 6 (2026): International Journal of Social and Education (INJOSEDU)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22268371

Abstract

The development of technology and information has influenced expectancy disconfirmation theory, particularly through e-commerce, which has become one of the primary platforms for business activities. Leta, a handmade bead-based accessories business in Denpasar targeting Generation Z and millennials, faces increasingly intense competition, making it essential to maintain product quality and customer satisfaction to build customer loyalty. This study aims to explain the role of customer satisfaction in mediating the relationship between product quality and customer loyalty. Using a quantitative approach and purposive sampling technique, respondents were selected based on specific criteria, namely residing in Denpasar, having completed at least senior high school/vocational high school or an equivalent level of education, and having previously purchased Leta products. Data were collected through questionnaires and statistically analyzed. The results indicate that product quality has a positive and significant effect on customer satisfaction and customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer satisfaction partially mediates the relationship between product quality and customer loyalty. These findings confirm that improving product quality enhances customer satisfaction, which ultimately strengthens customer loyalty toward Leta handmade accessories.
Co-Authors Made Aditya Prayoga