Bening's Clinic is a company in the field of beauty and health services that has experienced rapid growth since its establishment in Jambi in 2017, including opening a branch in Padang. This study aims to analyze the influence of Customer Relationship Management (CRM) and Service Quality on Customer Loyalty, as well as the role of Customer Satisfaction as a mediating variable at Bening's Clinic Padang. The method used is a quantitative approach with survey techniques on customers who have used clinic services. The results of the study show that CRM and Service Quality do not have a significant direct effect on Customer Loyalty. However, both have a positive and significant influence on Customer Satisfaction. Furthermore, Customer Satisfaction has been proven to have a significant effect on Customer Loyalty and is able to mediate the influence of CRM and Service Quality on Customer Loyalty. These findings affirm the importance of the role of customer satisfaction as a bridge to increase customer loyalty through relationship management and service quality. In conclusion, the strategy to increase customer loyalty at Bening's Clinic Padang will be more effective if it is focused on increasing customer satisfaction first through strengthening CRM and improving service quality.
 

The cosmetic industry in Indonesia continues to experience significant development along with the increasing awareness of the community, especially women, towards appearance. This change continues to grow also because the modern lifestyle today increasingly demands an attractive appearance as a form of self-confidence, both for daily and professional activities. This drives consumer interest in quality cosmetic products at affordable prices. In addition, awareness in choosing safe products to use according to skin needs is also increasing, this is in line with the education provided by cosmetic products through the marketing they use.