<![CDATA[This study investigates the impact of service quality and customer perceived value on customer loyalty, mediated by trust and satisfaction, in the context of Ikan Bakar Cianjur (IBC) Surabaya. A quantitative approach involved 116 respondents who provided data through structured surveys. The analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that service quality and perceived value significantly enhance trust and satisfaction but have a limited direct impact on loyalty. Instead, trust emerges as the key determinant of loyalty. The study underscores the importance of fostering trust and satisfaction to build long-term customer relationships and maintain competitive advantage. High service quality provides numerous advantages for a company. According to Kotler and Keller (2016), businesses that excel in service quality are likely to enjoy increased customer loyalty and a competitive edge in the marketplace. Customers who have positive service experiences are more inclined to return and recommend the business to others. Copyright © 2024 by Authors, Published by Jurnal Bisnis Terapan. This work is licensed under a Creative Commons. Attribution-ShareAlike 4.0 International License.]]>
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