<![CDATA[This research is motivated by the decline in As card users in Indonesia while the number of smartphone users in Indonesia is increasing. This indicates a decrease in the loyalty of As card users. The purpose of this study was to analyze the effect of service quality on customer loyalty mediated by As card customer satisfaction at Grapari Telkomsel Cimahi. The number of samples used was 90 respondents with purposive sampling technique. The data source in this study was obtained through distributing questionnaires that have been declared valid and reliable and have passed the classical assumption test, to test the hypothesis in this study using simple regression test, multiple regression test, and sobel test. The results showed that service quality has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, and customer satisfaction plays a role in mediating the effect of service quality on customer loyalty.]]>
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