This study aims to examine whether self image congruity retail service quality perceived service quality influence customer satisfaction and test the role of customer satisfaction mediation variable at customer loyalty distro Urban Surf and Planet Surf in Jayapura. data analysis in this research used multiple regression analysis and hierarical regression to measure independent variable in dependent variable with mediation variable. The results show that customer satisfaction fully mediates the relationship of self image congruity and retail service quality to customer loyalty. Meanwhile customer satisfaction also mediates partially customer relationship perceived service quality to customer loyalty. Penelitian ini bertujuan untuk mengkaji apakah self image congruity retail service quality perceived service quality berpengaruh pada customer satisfaction dan menguji peran mediasi variable customer satisfaction pada customer loyalty distro Urban Surf dan Planet Surf di Jayapura. Analisis data dalam penelitian ini digunakan analisis multiple regression dan hierarical regression untuk mengukur variable independen pada variable dependen dengan variable mediasi. Hasil penelitian menunjukkan bahwa customer satisfaction memediasi secara penuh hubungan self image congruity dan retail service quality terhadap customer loyalty. Sementara itu customer satisfaction juga memediasi secara parsial hubungan customer perceived service quality terhadap customer loyalty. PDF