<![CDATA[This study seeks to evaluate the impact of Product Innovation and Service Innovation on Consumer Satisfaction and Customer Loyalty as intervening factors. The inquiry of the used strategy is quantitative with an expressive methodology. This inquiry gathers information via questionnaires and written reflections. The population in this study consisted of persons from Cilegon City aged 17 to 35 years, with a sample of 105 respondents selected using purposive sampling. The analytical method used is Structural Equation Modelling (SEM) using the SmartPLS 4.0 analysis tool. The findings of this investigation indicate that item innovation affects consumer satisfaction, product innovation impacts customer loyalty, service innovation enhances consumer satisfaction, service innovation diminishes customer loyalty, consumer satisfaction influences customer loyalty, product innovation in conjunction with consumer satisfaction mediates customer loyalty, and service innovation alongside consumer satisfaction also mediates customer loyalty.]]>
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