<![CDATA[The purpose of this study was to determine and analyze the quality of service, price and location affect customer loyalty in the Bintang Arut Motor Lamongan business. Tests on the accuracy of respondents' reactions were carried out by distributing questionnaires at Bintang Arut Motor Lamongan and were consumers and customers with a total of 97 respondents. The test method uses Multiple Linear Regression Analysis with SPSS for Windows Version 24 Program. The conclusions obtained are that: (1) Service Quality has a significant positive effect on Customer Loyalty (Y) at Bintang Arut Motor Lamongan; (2) Price has a significant positive effect on Customer Loyalty (Y) at Bintang Arut Motor Lamongan; (3) Location has a positive and insignificant effect on Customer Loyalty (Y) at Bintang Arut Motor Lamongan; (4) Service Quality, Price and Location have a simultaneous effect on Customer Loyalty (Y) at Bintang Arut Motor Lamongan. This shows that Customer Loyalty (Y) at Bintang Arut Motor Lamongan can be explained by 62% by the independent variable, namely Quality Services (X1), Price (X2) and Location (X3). Tujuan penelitian ini adalah untuk mengetahui dan menganalisis kualitas layanan jasa, harga dan lokasi berpengaruh terhadap loyalitas pelanggan di usaha Bintang Arut Motor Lamongan. Pengujian terhadap ketepatan reaksi responden dilakukan dengan membagikan kuesioner di Bintang Arut Motor Lamongan dan merupakan konsumen dan pelanggan dengan jumlah 97 responden.Metode pengujian menggunakan Analisis Regresi Linier Berganda dengan Program SPSS for Windows Versi 24. Kesimpulan yang diperoleh bahwasannya: (1) Kualitas Layanan Jasa berpengaruh positif signifikan terhadap Loyalitas Pelanggan (Y) di Bintang Arut Motor Lamongan; (2) Harga berpengaruh positif signifikan terhadap Loyalitas Pelanggan (Y) di Bintang Arut Motor Lamongan; (3) Lokasi berpengaruh positif dan tidak signifikan terhadap Loyalitas Pelanggan (Y) di Bintang Arut Motor Lamongan; (4) Kualitas Layanan Jasa, Harga dan Lokasi berpengaruh secara simultan terhadap Loyalitas Pelanggan (Y) di Bintang Arut Motor Lamongan.. Hal ini menunjukkan bahwa Loyalitas Pelanggan (Y) di Bintang Arut Motor Lamongan dapat dijelaskan sebesar 62% oleh variabel independen yaitu Kualitas Layanan Jasa (X1), Harga (X2) Dan Lokasi (X3).Keywords: Service Quality; Price; Location and Loyalty]]>
