<![CDATA[The objective of this research is to evaluate the influence of service quality and customer satisfaction on customer loyalty towards Kozzi Sintang. This study employs a quantitative associative approach with 100 respondents, each at least 17 years of age and having purchased Kozzi Sintang products a minimum of two times (purposive sampling). The analysis utilizes the multiple correlation coefficient (R), the coefficient of determination (R²), and the F-test. Service quality and customer satisfaction influence 17.6 percent of customer loyalty (R² = 0.176). Other factors beyond the scope of this research account for the remaining 82.4 percent of customer loyalty. The F-test indicates that service quality and customer satisfaction together have a statistically significant effect on customer loyalty (Sig. 0.000 < 0.05). Furthermore, service quality has a statistically significant individual effect (p-value 0.002 < 0.05; calculated t-statistic 3.190 > critical t-value 1.984), whereas customer satisfaction does not have a statistically significant individual effect (p-value 0.262 > 0.05; calculated t-statistic 1.128 < critical t-value 1.984).]]>
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