Effect of Price Perception, Service Quality, and Store Image on Consumer Loyalty through Shopping Satisfaction at Xsport Palopo

Abstract

This study aims to analyze the influence of price perception, service quality, and store image on consumer loyalty with shopping satisfaction as an intervention variable at Palopo Xsport Store. This study uses a quantitative approach with explanatory design and Structural Equation Modeling Partial Least Squares (SEM-PLS) analysis techniques. The research sample consisted of 150 respondents who were active consumers of Xsport Palopo. The results show that the perception of price and service quality has a positive and significant impact on consumer loyalty, both directly and through its influence on shopping satisfaction. On the other hand, store image has no significant effect on loyalty or shopping satisfaction. The shopping satisfaction variable has proven to be an important mediator in strengthening the relationship between external factors and consumer loyalty. These findings confirm that consumer loyalty in the context of local retail is shaped more by perceived real experiences, especially in terms of price and service, than by the symbolic image of the store. The practical implication of this research is the need for a retail strategy that emphasizes price fairness, improved service quality, and sustainable store image strengthening to build long-term loyalty.