<![CDATA[This study aims to analyze the effect of price and service quality on customer loyalty through customer satisfaction as an intervening variable among customers of Hotel Artama Residence Semarang. This study employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 94 respondents who met the research criteria using purposive sampling. Data were analyzed using multiple linear regression and the Sobel test to examine the mediating role of customer satisfaction.The results indicate that price and service quality have a positive and significant effect on customer satisfaction. Furthermore, service quality and customer satisfaction have a positive and significant effect on customer loyalty, while price does not have a significant direct effect on customer loyalty. The mediation test results demonstrate that customer satisfaction mediates the effects of both price and service quality on customer loyalty. These findings indicate that good service quality can enhance customer loyalty both directly and indirectly through customer satisfaction. Although price does not directly influence customer loyalty, it plays an important role in increasing customer satisfaction, which ultimately encourages customers to become more loyal. Therefore, Hotel Artama Residence Semarang should continue to improve its service quality and implement pricing strategies that reflect the value of its services in order to enhance customer satisfaction and customer loyalty.]]>
