The Effect of Product Quality and Online Shopping Experience on Customer Loyalty with Customer Satisfaction as a Mediating Variable (on Rizki Jaya Customers at Shopee in the Greater Bandung Area)

This study aims to analyze the influence of product quality and online shopping experience on customer loyalty with customer satisfaction as a mediating variable in customers of the Rizki Jaya store in Shopee in the Greater Bandung area. The significant decline in sales at the store has led to an alleged decline in customer loyalty due to suboptimal product quality and shopping experience. This study uses a quantitative approach with a descriptive method. A sample of 128 respondents was selected using purposive sampling techniques and data was collected through an online questionnaire. Hypothesis testing was carried out using multiple regression analysis and the Sobel test with the help of SPSS 27. The results of the study show that the online shopping experience has a positive and significant effect on customer satisfaction, while product quality has no significant effect. Meanwhile, both product quality and online shopping experience have a significant effect on customer loyalty. However, customer satisfaction has no significant effect on customer loyalty and is unable to mediate the relationship between independent variables and customer loyalty. The implications of this study indicate that customer loyalty is more directly influenced by perceptions of product quality and shopping experience, rather than by satisfaction as an intermediary. Therefore, improving the quality of service and digital shopping experience is the main focus in retaining customers in the e-commerce era.