<![CDATA[This study aims to examine and analyze the effect of service quality on customer loyalty, mediated by consumer satisfaction, at GraPARI Telkomsel Banda Aceh. A quantitative approach was employed, utilizing a sample of 93 respondents who are customers of GraPARI Telkomsel Banda Aceh. Data were collected through questionnaires and documentation, then analyzed using path analysis to determine the direct and indirect effects among the research variables. Testing was conducted at a 95% confidence level with a significance level of α = 0.05. The results indicate that service quality has a significant effect on customer loyalty. Service quality was also found to significantly influence consumer satisfaction, demonstrating that higher service quality leads to higher levels of customer satisfaction. Furthermore, consumer satisfaction significantly affects customer loyalty. The analysis also confirms that service quality has a significant impact on customer loyalty through consumer satisfaction acting as an intervening variable. These findings underscore the importance of enhancing service quality and consumer satisfaction to maintain customer loyalty at GraPARI Telkomsel Banda Aceh.]]>
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