<![CDATA[Abstract: This study aims to determine the effect of service quality, product availability, and price on customer loyalty. This research uses a quantitative approach with primary data obtained through the distribution of questionnaires to respondents in Tebing Tinggi City. The number of respondents in this study was 68 people. The collected data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The analysis stages were carried out through the Measurement Model (Outer Model) testing to determine the validity and reliability of the research instruments, as well as the Structural Model (Inner Model) to examine the relationships between latent variables. Hypothesis testing was conducted using the T-Statistic test to determine the partial effects and the F test to determine the simultaneous effects. The results showed that service quality has an effect on customer loyalty. Product availability does not have an effect on customer loyalty. Furthermore, price has an effect on customer loyalty. Simultaneously, service quality, product availability, and price have an effect on customer loyalty. Keywords: Service Quality, Product Availability, Price, Customer Loyalty. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan, ketersediaan produk, dan harga terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis data primer yang diperoleh melalui penyebaran kuesioner kepada responden di Kota Tebing Tinggi. Jumlah responden dalam penelitian ini sebanyak 68 orang. Data yang diperoleh dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Tahapan analisis dilakukan melalui pengujian Measurement Model (Outer Model) untuk mengetahui validitas dan reliabilitas instrumen penelitian, serta Structural Model (Inner Model) untuk melihat hubungan antar variabel laten. Pengujian hipotesis dilakukan menggunakan uji T-Statistic untuk mengetahui pengaruh parsial dan uji F untuk mengetahui pengaruh secara simultan. Hasil penelitian menunjukkan bahwa kualitas pelayanan berpengaruh terhadap loyalitas pelanggan. Ketersediaan produk tidak berpengaruh terhadap loyalitas pelanggan. Selanjutnya, harga berpengaruh terhadap loyalitas pelanggan. Secara simultan, kualitas pelayanan, ketersediaan produk, dan harga berpengaruh terhadap loyalitas pelanggan. Kata Kunci: Kualitas Pelayanan, Ketersediaan Produk, Harga, Loyalitas Pelanggan, PLS-SEM.]]>
