<![CDATA[Abstrak: Penelitian ini bertujuan untuk: (1) mengetahui pengaruh kualitas pelayanan terhadap loyalitas pelanggan, (2) mengetahui pengaruh perceived value terhadap loyalitas pelanggan, dan (3) mengetahui pengaruh kualitas pelayanan dan perceived value secara bersama-sama terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif. Data diperoleh dari 270 responden melalui teknik incidental sampling, menggunakan kuesioner skala Ala Likert 1–4. Uji validitas dilakukan dengan korelasi Product Moment Pearson, sedangkan reliabilitas diuji menggunakan nilai Cronbach’s Alpha. Analisis data menggunakan regresi linear berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa: (1) kualitas pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, yang dibuktikan oleh nilai signifikansi 0,000 dan t=15,554 > t-tabel = 1,9689, (2) perceived value berpengaruh positif dan signifikan, dengan signifikansi 0,000 dan t =12,068 > t-tabel = 1,9689, dan (3) secara simultan, keduanya berpengaruh positif dan signifikan dengan F = 271,071 > F-tabel = 3,03 dan signifikansi 0,000. Nilai koefisien determinasi (R²) sebesar 0,670 menunjukkan kontribusi variabel independen sebesar 67% terhadap loyalitas pelanggan. Kata kunci: evaluasi layanan; kuantitatif; komitmen konsumen; persepsi manfaatAbstract: This study aimed to: (1) determine the effect of service quality on customer loyalty, (2) examine the effect of perceived value on customer loyalty, and (3) assess the simultaneous effects of service quality and perceived value on customer loyalty. Employing a quantitative approach, data were collected from 270 respondents through incidental sampling using a 1–4 Likert scale questionnaire. Validity was assessed using Pearson's Product-Moment correlation, while reliability was tested using Cronbach's alpha. Data analysis employed multiple linear regression using SPSS version 26. Results indicated that: (1) service quality exerted a positive and significant effect on customer loyalty, evidenced by a significance value of .000 and t = 15.554 > t-table = 1.969; (2) perceived value demonstrated a positive and significant effect, with significance = 0.000 and t = 12.068 > t-table = 1.969; and (3) simultaneously, both variables exhibited positive and significant effects with F = 271.071 > F-table = 3.03 and significance = .000. The coefficient of determination (R²) of .670 indicated that independent variables contributed 67% to customer loyalty variance. Keywords: consumer commitment; perceived benefits; quantitative; service evaluation]]>
