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)

Customers of the Rizki Jaya store on Shopee in the Greater Bandung region will be the subjects of this research, which seeks to examine the relationship between product quality, online shopping experience, customer loyalty, and customer happiness as a mediating variable.  Some have speculated that poor product quality and an unpleasant shopping experience are to blame for the precipitous drop in in-store sales.  Quantitative methods combined with a descriptive approach form the basis of this work.  An online questionnaire was used to gather data from a sample of 128 respondents who were chosen using purposive sampling approaches.  We used SPSS 27 to conduct multiple regression analysis and the Sobel test to assess our hypotheses.  The findings demonstrate that compared to product quality, the online shopping experience significantly impacts consumer satisfaction in a favorable way.  Customers are more loyal to brands when they have a positive experience purchasing online and with high-quality products.  Satisfaction with one's service, however, does not moderate the connection between loyalty and independent factors, and it also does not significantly affect loyalty.  Customer loyalty is impacted less by happiness as a mediator and more by the impression of product quality and purchasing experience, according to the study's results.  Consequently, in this age of e-commerce, client retention is heavily focused on enhancing the digital buying experience and service quality.