The Role of Customer Satisfaction Mediation on the Effect of Customer Value and Product Quality on Men's Cosmetic Customer Loyalty

This research aims to analyze the mediating role of customer satisfaction on the influence of Customer Value and product quality on Kahf cosmetics customer loyalty. The sample in this research was 100 respondents. The sampling technique uses with Purposive Sampling type. The data collection technique was a survey method, and the research instrument was a questionnaire. The test results in this research used the outer model, inner model, and hypothesis testing in the SmartPLS 3.2 program. The results of this research prove that (1) Customer Value has no significant effect on customer loyalty, (2) Product quality has a positive and significant effect on customer loyalty, (3) Customer Value has a positive and significant effect on customer satisfaction, (4) Product quality has an effect positive and significant on customer satisfaction, (5) Customer satisfaction has a positive and significant effect on customer loyalty, (6) Customer satisfaction significantly mediates the effect of Customer Value on customer loyalty, (7) Customer satisfaction significantly mediates the effect of product quality on customer loyalty. The findings of this research have implications for Kahf cosmetics in studying customer loyalty, and it is hoped that this research can become a reference for companies in designing strategies to increase customer loyalty.