<![CDATA[This study aims to analyze the role of customer satisfaction as a mediating variable in the relationship between mall atmosphere, mall environment, and service quality on customer loyalty in shopping centers in Jakarta. A quantitative approach was employed through a survey of 215 mall visitors selected using purposive sampling. Data were processed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with the Embedded Two Stage Approach through SmartPLS. The results indicate that: (1) The mall environment has a significant effect on customer satisfaction and customer mall loyalty; (2) Service quality has a significant effect on customer satisfaction and customer mall loyalty; (3) Mall atmosphere does not have a significant effect on either customer satisfaction or customer mall loyalty; (4) Customer satisfaction has a significant effect on customer mall loyalty; and (5) Customer satisfaction mediates the influence of mall environment and service quality on customer mall loyalty. These findings emphasize that the quality of the physical environment and service performance are dominant determinants shaping customer satisfaction and loyalty. From the perspective of the Resource-Based View (RBV), these aspects function as strategic resources that enhance customer experience and support competitive advantage in an increasingly competitive retail landscape. Practically, this study recommends that mall managers prioritize improvements in physical facilities and service quality to strengthen both customer satisfaction and loyalty. Penelitian ini bertujuan menganalisis peran kepuasan pelanggan sebagai variabel mediasi dalam hubungan antara atmosfer mal, lingkungan mal, dan kualitas layanan terhadap loyalitas pelanggan pada pusat perbelanjaan di Jakarta. Pendekatan kuantitatif digunakan melalui survei terhadap 215 pengunjung mal yang dipilih dengan teknik purposive sampling. Data diolah menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) dengan metode Embedded Two Stage Approach melalui SmartPLS. Hasil penelitian menunjukkan bahwa: (1) Mall environment berpengaruh signifikan terhadap customer satisfaction dan customer mall loyalty; (2) Service quality berpengaruh signifikan terhadap customer satisfaction dan customer mall loyalty; (3) Mall atmosphere tidak berpengaruh signifikan terhadap customer satisfaction maupun customer mall loyalty; (4) Customer satisfaction berpengaruh signifikan terhadap customer mall loyalty; dan (5) customer satisfaction memediasi pengaruh mall environment dan service quality terhadap customer mall loyalty. Temuan ini menegaskan bahwa kualitas lingkungan fisik dan layanan merupakan determinan dominan dalam membentuk kepuasan serta loyalitas pelanggan. Berdasarkan perspektif Resource-Based View (RBV), kedua aspek tersebut berfungsi sebagai sumber daya strategis yang mampu meningkatkan pengalaman pelanggan dan mendukung keunggulan bersaing mal di tengah persaingan ritel yang semakin ketat. Secara praktis, penelitian ini merekomendasikan agar pengelola mal memprioritaskan peningkatan fasilitas fisik dan kualitas layanan untuk memperkuat kepuasan maupun loyalitas pengunjung.]]>
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