This study aims to determine whether the association of relational
significant effect directly or indirectly on loyalty through overall customer
satisfaction as a mediating variable. Relational benefits in this study consists of
four variables: functional benefits, social benefits, confidence benefits and special
treatment benefits. This research was conducted in the province in which
respondents are students and workers who love fashion and often shop at retail.
This research is expected to help the fashion retailer to be able to maintain
long- term relationships with its customers. This study uses a quantitative method
which is distributed questionnaires to 215 young respondents aged 18-35 years, at
least once a month to shop fashion and questionnaires that can be used for 205
questionnaires. Data retrieval technique using purposive sampling. Data
processing techniques using simple linear regression, multiple linear regression
and independent T - Test
The results of this study indicate that the only confidence benefit and the
special treatment benefit significant directly or indirectly on loyalty through
overall customer satisfaction as a mediating variable. Overall customer
satisfaction is positively significant effect on loyalty. No difference between
customer perceptions of students and workers against relational benefits, overall
customer satisfaction and loyalty in retail fashion. There were no differences
between the perceptions of male and female customers at the functional benefits,
confidence benefits, special treatment benefits, overall customer satisfaction and
loyalty, and there is a difference between male and female customers on social
benefits .