Service Quality Influence on Satisfaction and Loyalty in Muslimah Fashion Retail, Sleman Regency
DOI:
https://doi.org/10.37812/aliqtishod.v14i1.2175Keywords:
Service Quality, Consumer Satisfaction, Customer Loyalty, Muslimah Boutique, PLS-SEMAbstract
This study investigates how service quality shapes customer satisfaction and loyalty within the context of the Deequeena Collection Muslimah Boutique in Sleman, Yogyakarta, a market increasingly defined by competition and rising expectations for customer experience. Positioned within quantitative consumer behaviour research, this paper examines the causal relationship among the three constructs by employing a descriptive-associative design. Data were collected through a Likert-scale survey administered to 100 customers and analysed using the SmartPLS structural equation modelling technique to evaluate the magnitude and significance of each path. The analysis demonstrates that service quality exerts a direct and significant effect on satisfaction, while satisfaction significantly enhances customer loyalty and operates as a mediating variable between service quality and loyalty. These findings clarify the mechanism through which boutique-level service practices influence retention dynamics, showing that improvements in service performance not only elevate satisfaction but also strengthen loyalty both directly and indirectly
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