<![CDATA[This research is motivated by the fluctuations in sales at Toko Femina from 2019 to 2023. The decline in sales is attributed to factors such as product quality, pricing, and service quality. Therefore, this study aims to examine the influence of product quality, price, and service quality on customer loyalty, with customer satisfaction as an intervening variable. The research method used is quantitative with a correlational study design. The population consists of customers of Toko Femina, and the sample size is 50 respondents selected through purposive sampling. Data collection techniques include questionnaires and documentation. Data analysis is conducted using multiple linear regression tests. The results of this research show that: 1) In the product quality variable (X1) there is an influence between the product quality variable (X1) on customer loyalty (Y) at Femina stores. 2) In the price variable (X2) there is an influence between the price variable (X2) on customer loyalty (Y) at the Femina store. 3) on the service quality variable (X3) there is an influence between the service quality variable (X3) on customer loyalty (Y) at the Femina store. 4) The test results show that the consumer satisfaction variable (Z) does not act as an interrupter between product quality (X1), price (X2), and service quality (X3) on customer loyalty (Y).]]>
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