PENGARUH KUALITAS PELAYANAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI (Survei pada Pelanggan Dapoer Mbak Nings Lumajang)

This study aims to determine the effect of service quality on loyalty with satisfaction as a mediating variable on Dapoer Mbak Nings Lumajang customers. The type of research used is quantitative involving 130 respondents from Dapoer Mbak Nings Lumajang customers. Data collection used is using gform. The data analysis method used is a scale range, outer model, and outer model using Smart PLS analysis tools. The results of this study indicate that service quality has a positive and significant effect on loyalty, service quality has a positive and significant effect on loyalty, satisfaction has no effect on loyalty, and service quality has no effect on loyalty through satisfaction as a mediating variable on Dapoer Mbak Nings Lumajang customers. These results indicate that good service at Dapoer Mbak Nings is indeed able to make customers feel satisfied, but this satisfaction is not the main intermediary that encourages customers to be loyal