<![CDATA[ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan citra merek terhadap kepuasan pelanggan dengan loyalitas pelanggan sebagai variabel mediasi pada PT. Propan Raya ICC Kendari. Analisis dilakukan menggunakan SEM-PLS dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan (P = 0.000), tetapi tidak berpengaruh terhadap loyalitas pelanggan (P = 0.963). Kualitas pelayanan berpengaruh signifikan terhadap kepuasan (P = 0.000) dan loyalitas pelanggan (P = 0.000). Sementara itu, kepuasan pelanggan tidak berpengaruh signifikan terhadap loyalitas (P = 0.760). Uji mediasi menunjukkan bahwa loyalitas pelanggan tidak memediasi pengaruh citra merek maupun kualitas pelayanan terhadap kepuasan pelanggan (P = 0.988 dan P = 0.765). Secara keseluruhan, kualitas pelayanan dan citra merek berpengaruh langsung terhadap kepuasan pelanggan, namun loyalitas pelanggan tidak berperan sebagai mediator.Kata Kunci: Citra Merek, Kualitas Pelayanan, Kepuasan Pelanggan, Loyalitas PelangganABSTRACTThis study aims to analyze the influence of service quality and brand image on customer satisfaction, with customer loyalty as a mediating variable at PT. Propan Raya ICC Kendari. The analysis was conducted using SEM-PLS with the assistance of SmartPLS. The results showed that brand image had a positive and significant effect on customer satisfaction (P = 0.000), but not on customer loyalty (P = 0.963). Service quality had a significant effect on satisfaction (P = 0.000) and customer loyalty (P = 0.000). Meanwhile, customer satisfaction had no significant effect on loyalty (P = 0.760). The mediation test showed that customer loyalty did not mediate the effect of brand image or service quality on customer satisfaction (P = 0.988 and P = 0.765). Overall, service quality and brand image had a direct effect on customer satisfaction, but customer loyalty did not act as a mediator.Keywords: Brand Image, Service Quality, Customer Satisfaction, Customer Loyalty]]>
