<![CDATA[The purpose of this study was to analyze the effect of product quality and service quality on customer loyalty with customer satisfaction as an intervening variable case study at a Muslim fashion store in Wonogiri. The type of research used by researchers is quantitative research. The data source for this research is primary data. The research population is consumers of 3 Muslim Clothing Stores in Wonogiri City, namely Zoya, Rabbani, and Zalfa. The number of samples in this study was 150 respondents. The sampling method in this research uses Non-probability Sampling with the Purposive Sampling technique. In this study, the analytical technique used was Partial Least Square (PLS) with a calculation process using the SmartPLS 3.0 software program. The results of this study show that Product Quality has a negative and insignificant effect on Customer Satisfaction. Service Quality and Product Quality have a significant positive effect on Customer Satisfaction. Service Quality and Customer Satisfaction have a significant positive effect on Customer Loyalty.]]>
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