<![CDATA[This study examines the connection between PLN Icon Plus Iconnet's customer loyalty and service quality,highlighting the importance of service quality in building client loyalty. Data was gathered via a Google Form surveythat was directed at 100 PLN Iconnet customers as part of a quantitative approach. The study finds a strong correlationbetween customer loyalty and service quality using Partial Least Squares Structural Equation Modeling (PLS-SEM).Supported by strong reliability and validity measurements in the models, the study emphasizes how crucial it is toprovide high-quality service in order to establish and maintain loyalty. The results offer practical advice for businesseslooking to increase client loyalty and retention through higher-quality services. Keywords -Service Quality, Customer Loyalty, Consumer Behavior, and Customer Satisfaction]]>
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