Satisfaction as a mediator impact quality of service Toward customer loyalty (Study on pt. prima Mixindo Utama Sukabumi city)

The purpose of this study was to determine how the quality of service to customer loyalty through satisfaction as a variable that intervenes PT. Prima Mixindo Utama Sukabumi City. Research Methods conducted using quantitative research that uses explanatory and causal analysis. The sampling technique used was random sampling technique, namely all customers in the population or by census in 2019 as many as 66 customers or customers. To test the analysis of research instruments used the validity test, reliability test and the classical assumption test, then to test the statistical hypothesis used the t test and path analysis (Path Analysis), To find out the magnitude of the influence used the coefficient of determination analysis (R2).
Based on the results that have been done can reflect the quality of service to customer satisfaction and customer satisfaction to customer loyalty. The test results based on statistics show there is a direct effect on service quality on customer loyalty of 53.4%, and there is an indirect effect on service quality on customer loyalty through customer satisfaction as a mediating variable of 54.6%. This proves customer satisfaction as a mediating variable for the quality of services provided adds and increases the growth of customer loyalty.