<![CDATA[The purpose of this research is to determine how the analysis of customer satisfaction in service quality and price affects loyalty among music group fans. This research method uses a descriptive method with a quantitative approach. The sampling technique used was purposive sampling technique, and the data collection method in this research used observation and questionnaires. Data obtained from the questionnaire with a total of 120 respondents. The testing of the questionnaire data used SPSS version 26 for the calculations, with a significance level of a = 5% for this test. The results of this study indicate that customer satisfaction, service quality, and price significantly affect fan loyalty, with a coefficient of determination test of 0.567. This means that 56.7% of the customer loyalty variable can be explained by the variables of customer satisfaction, service quality, product quality, and price. The remaining 43.3% can be described by other variables that were not examined in this study. Customer satisfaction with loyalty through the t-test hypothesis with a calculated t-value of 5.016, so that H1 is accepted. The quality of service towards loyalty obtained a t-test hypothesis value of 9.172, thus H2 is accepted. Product quality towards customer loyalty through the t-test hypothesis yielded a value of 2.265, thus H3 is accepted. Price towards customer loyalty has a t-statistic value of 8.466, thus H4 is accepted. For future research, the sample studied can be expanded, such as extending the research to all of Indonesia to represent every fan.]]>
