PENGARUH KUALITAS PELAYANAN DAN KETERSEDIAAN PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Toko Putri Busana Indrapura )

This research aims to influence the influence of service quality and product availability on customer loyalty with customer satisfaction as an intervening variable for customers of the Putri Fashion Indrapura store. The research method used is a quantitative method using SPSS version 25.00, which was collected from the results of distributing questionnaires to customers of the Indrapura Princess
fashion shop as many as 75 respondents. The analytical method used in this research is using instrument tests, namely validity tests and reliability tests. Classic assumption tests, namely normality test, multicollinearity test, heterodecideity test, multiple linear regression analysis, analysis of the coefficient of determination (R2), hypothesis testing, namely T test, path analysis. The results of SPSS in this research are that the service quality variable (X1) has a significant influence on the customer satisfaction variable (Z), the product availability
variable (X2) has a significant influence on the customer satisfaction variable (Z), the service quality variable (X1) has a significant influence on customer loyalty, the product availability variable (X2) has no influence on customer loyalty, the customer satisfaction variable (Z) has a significant influence on customer loyalty (Y), the service quality variable (X1) has no significant influence on customer loyalty (Y) through the customer satisfaction variable (Z) as an intervening variable, the product availability variable (X2) has a significant influence on
customer loyalty through the customer satisfaction variable (Z) as an intervening variable.