Penelitian ini dilakukan pada pengguna lipstik Wardah di Kabupaten Kuningan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan citra merek terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel mediasi. Metode penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini sebanyak 180 responden dengan teknik purposive sampling, metode pengumpulan data menggunakan angket, teknik analisis data yang digunakan dalam penelitian ini adalah uji analisis jalur dengan pengujian hipotesis menggunakan uji sobel. Hasil dari pengujian menyatakan bahwa (1) Kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan (2) Citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan (3) Kualitas produk berpengaruh positif dan signifikan terhadap loyalitas pealnggan (4) Citra merek berpengaruh positif dan signifikan terhadap loyalitas pelanggan (5) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan (6) Kepuasan pelanggan memediasi pengaruh kualitas produk terhadap loyalitas pelanggan (7) Kepuasan pelanggan memediasi pengaruh citra merek terhadap loyalitas pelanggan.
Kata Kunci: Kualitas Produk, Citra Merek, Kepuasan pelanggan, Loyalitas Pelanggan

This research was conducted on Wardah lipstick users in Kuningan Regency. The purpose of this study was to determine the effect of product quality and brand image on customer loyalty with customer satisfaction as a mediating variable. The research method used was descriptive and verificative with a quantitative approach. The population in this study consisted of 180 respondents using a purposive sampling technique. The data collection method used was a questionnaire, and the data analysis technique applied in this study was the path analysis test and the hypothesis testing was conducted using the sobel test. The results of the test showed that: (1) Product quality had a positive and significant effect on customer satisfaction. (2) Brand image had a positive and significant effect on customer satisfaction. (3) Product quality had a positive and significant effect on customer loyalty. (4) Brand image had a positive and significant effect on customer loyalty. (5) Customer satisfaction had a positive and significant effect on customer loyalty. (6) Customer satisfaction mediated the effect of product quality on customer loyalty. (7) Customer satisfaction mediated the effect of brand image on customer loyalty.
Keywords: Product Quality, Brand Image, Customer Satisfaction, Customer Loyalty