AbstractThe primary objective of this study is to examine the effect Buy-Online-and-Pickup-In -Store (BOPS) strategy implementation on customer satisfaction and loyalty within China's fashion-related small and medium enterprises (SMEs). Additionally, the study analyzes the mediating effect of customer satisfaction on the relationship between price, service, and product type with customer loyalty, as well as the moderating effects of shopping values, age, and income on the relationship between price, service, and product type with customer satisfaction. A quantitative research approach was employed, involving 388 respondents who had used the BOPS model in purchasing Fast-Moving Consumer Goods (FMCG). Respondents were selected using a combination of cluster sampling and purposive sampling techniques. Data from valid questionnaires were analyzed using Structural Equation Modelling (SEM). The findings reveal that price (_=0.301, p..