The Effect of Satisfaction as Mediation of Loyalty

This study aims to determine the effect of a mediating factor on loyalty. The mediation in this study is consumer satisfaction, with mediated factors in the form of brand awareness, brand association, perceived quality and consumer loyalty. This study observed the responses of 256 users who use the e-learning platform from various backgrounds and demographics in Indonesia. The results showed that the mediating variable in the form of consumer satisfaction can increase the relationship between perceived quality and consumer loyalty.