<![CDATA[Customer loyalty is a key factor in sustaining the competitiveness of pharmaceutical retail businesses amid increasingly intense market competition. This study aims to analyze the influence of perceived value and service quality on customer loyalty through customer satisfaction as a mediating variable at Toko Obat Barkah, Dompu Regency. The study employed a quantitative approach with an associative causal research design involving 75 respondents selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, the coefficient of determination (R²), and the Sobel Test. The results indicate that perceived value and service quality have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. Furthermore, the Sobel Test confirms that customer satisfaction partially mediates the relationship between perceived value, service quality, and customer loyalty. These findings suggest that enhancing customer value and service quality in ways that improve customer satisfaction is an effective strategy for strengthening customer loyalty at Toko Obat Barkah, Dompu Regency.]]>
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