<![CDATA[In today's era of globalization, business competition is marked by major changes in the global economic system. Business competition is becoming increasingly fierce, technological advances are becoming more dynamic, and consumer tastes have fundamentally shifted, which in turn are causing socioeconomic changes. This study aims to determine the effect of service quality and customer satisfaction on purchasing intensity in the tofu industry. The population in this study is the total number of customers who shop at the tofu industry in Lenek Village, Aikmel District. While the sample is 94 respondents. The sampling technique in this study used Accidental Sampling and to obtain data through observation, interviews and questionnaires. The analytical tool used is multiple linear regression analysis consisting of the f-test, t-test, and coefficient of determination test. The test was carried out using SPSS 15.0 for Windows. The data used are primary and secondary data. Based on the results of the study above, it can be concluded that the quality of service should be improved, especially regarding communication, attention as a learning community. In addition, the industry also needs to establish good relationships with customers so that customers remain loyal to the industry's products.]]>
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