The Effect of Ethical Admin Sales on Customer Loyalty Through Customer Satisfaction at Schouten ID

The current technological developments have an impact on all sectors, providing convenience for access to anything and anywhere. This also applies to people's shopping behaviour. Currently, people can shop anytime and anywhere using only a smartphone, and the items will be delivered to their homes. The fashion industry is the most affected, thus requiring all sellers to continuously innovate to survive in this competitive condition. One such example is Schouten ID, an MSME from Bandung that was established in 2017. Schouten ID sells various types of men's clothing with a smart-casual concept. This study aims to examine the mediating role of customer satisfaction in the relationship between ethical admin sales and customer loyalty. This research used a quantitative approach with non-probability purposive sampling. Data were collected through a Google Form questionnaire distributed on social media, obtaining 400 respondents. The data analysis was conducted using Partial Least Squares Structural Equation Modelling (SEM-PLS) with SmartPLS software. The results show that all hypotheses were accepted and had a significant influence. Thus, customer satisfaction plays an important role as a mediator, confirming that brands can effectively increase customer loyalty by investing in ethical sales practices.