Abstract
This study aims to determine the effect of service quality on customer loyalty through customer satisfaction as a mediator. Respondents in this study were customers with a minimum level of education at least high school / equivalent who had conducted transactions at Pull & Bear Kuta - Bali more than once in the past year. The research sample was determined by 105 respondents using a sampling technique that is purposive sampling technique. The analysis technique used in this study is path analysis with classical assumption and Sobel test. The results of this study indicate that service quality has a positive and significant effect on customer satisfaction and loyalty, customer satisfaction has a positive influence on customer loyalty, and customer satisfaction is positively and significantly mediates the effect of service quality on customer loyalty. These results confirm that the company is expected to pay attention to the quality of service to improve customer satisfaction so as to create a sense of customer loyalty.
 Keyword: service quality, customer satisfaction, customer loyalty
 
Highlights
This study aims to determine the effect of service quality on customer loyalty through customer satisfaction as a mediator
The results of this study indicate that service quality has a positive and significant effect on customer satisfaction and loyalty, customer satisfaction has a positive influence on customer loyalty, and customer satisfaction is positively and significantly mediates the effect of service quality on customer loyalty
Hasil analisis yang diperoleh dari kedua teknik analisis menunjukkan bahwa secara positif dan signifikan kepuasan pelanggan mampu memediasi secara parsial pengaruh kualitas pelayanan terhadap loyalitas pelanggan Pull&Bear Kuta – Bali
Summary
Pertimbangan yang digunakan dalam memilih responden adalah berdasarkan ketentuan berikut: pengunjung yang berbelanja dengan jenjang pendidikan terakhir minimal SMA atau sederajat dengan pertimbangan responden dengan jenjang pendidikan tersebut paham dan mengerti isi dari kuisioner, dan pengunjung Pull&Bear, Kuta - Bali yang melakukan transaksi lebih dari 1 (satu) kali dalam kurun waktu 1 (satu) tahun terakhir
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