The Role of Consumer Satisfaction in Mediating the Effect of Service Quality on Souvenir Antik Kapuas Consumer Loyalty in Central Kalimantan Province, Indonesia

This study was conducted in the field of marketing management with the objective of enhancing consumer loyalty by focusing on consumer satisfaction as a mediator. The research examines the direct and indirect effects of service quality on consumer loyalty, taking into account customer satisfaction as an intervening factor. A quantitative research approach was employed, and the target population and sample consisted of customers or individuals who had made purchases at Souvenir Antik in Dahirang Kapuas City, Central Borneo-Indonesia. The study included 100 respondents who were customers of Souvenir antik. The results indicate that service quality has a positive and significant impact on customer satisfaction. Furthermore, service quality also has a positive and significant influence on consumer loyalty. It was also found that consumer satisfaction has a positive and significant influence on consumer loyalty. The findings demonstrate that service quality positively and significantly affects customer loyalty through customer satisfaction. In future research, it would be beneficial to include market orientation as an additional variable to further expand the scope of the study.