PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Pelanggan toko online Pulvar.id di Shopee)

Pulvar.id Online Store focuses on instant beverage powder which is suitable for various types of drinks. Shopee and Pulvar.id online shop match because Shopee E-Commerce is here to connect buyers and sellers, besides that there are many benefits for sellers and buyers. The benefits provided by Shopee make a forum for sellers such as the MSME coaching program, the Export Program and assistance to sellers in conducting store operations. Many sales categories on Shopee make Pulvar.id develop and have customers because of the large variety of products sold. The purpose of this study was to determine and describe the role of customer loyalty, service quality and customer satisfaction of Pulvar.id Online Shop. This type of research is a quantitative method sampling technique determined by probability sampling by distributing questionnaires as many as 140 respondents to Pulvar.id Online Store customers. The analysis technique used is path analysis with the help of the SPSS application. The results in this study indicate that (1) Service quality has a positive and insignificant effect on customer loyalty, (2) Customer satisfaction has a positive and significant effect on customer loyalty, (3) Service quality has a positive and significant effect on customer satisfaction, (4) there is a significant influence between service quality on customer loyalty through customer satisfaction.