<![CDATA[This study aims to determine how price and service quality affect customer loyalty in buying books at Rumah Sita Sangatta Bookstore. This type of research is field research using a quantitative approach. This study uses data collection techniques, namely questionnaire techniques to obtain research data, then observation techniques, then documentation techniques. The population in this study was 120 respondents and a sample of 30. Quota sampling technique was used by selecting respondents. Data analysis was carried out using multiple linear regression analysis and obtained the equation Y = 2.612 + 0.224 (X₁) + 0.348 (X₂), the results indicate that price and service quality (X₂) have a positive and significant effect on customer loyalty (Y). The results of the partial t-test showed that price had a positive and significant effect on customer loyalty (t count 2.184> t table 2.051; sig. 0.036 <0.05). Service quality (X₂) has a positive and significant effect (t count 2.250 > t table 2.051; sig. 0.031 < 0.05). Simultaneous f test, both independent variables have a positive and significant effect on the dependent variable (F count 16.152 > F table 3.34; sig. 0.000 < 0.05). The coefficient of determination (R²) value of 0.485 indicates that 49% of the variation in customer loyalty is explained by pricing and service quality, while the remaining 51% is influenced by other variables that the researcher did not examine.]]>
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