Library plays an imprtant role as one of knowledge resource. The purpose of this study was to analize the intervening effect of visitor satisfaction on the relationship between service quality, product advantage, image and visitor loyalty. The study population is all library visitors located in Kerinci regency and number of sample was accounted for 319 visitors by performing accidental sampling method. In terms of hypothesis testing, this study conducted multiple, single and hierarchical

more »

... ion analyses by using SPSS version 16.0. The results of analysis revealed that a) Service quality, product advantage and image distribution positively and significantly influenced visitor loyalty. b) Service quality, product advantage and image distribution positively and significantly influenced visitor satisfaction. c) Visitor satisfaction affected positively and significantly visitor loyalty. d) Visitor satisfaction was foung as intervening variable on the relationship between service quality, product advantage, image and visitor loyalty. The findings of this study recommended to develop visitor satisfaction by enhancing service quality, product advantage and image.