<![CDATA[This study aims to examine the impact of customer relationship management (CRM) and product quality on customer loyalty at Roti’o in Cimahi City. The research adopts a quantitative approach supported by descriptive and verification analysis. A total of 100 participants were selected using the Lemeshow formula and the purposive sampling technique. Data were collected using a closed-ended Likert-scale questionnaire and analyzed using multiple regression in SPSS version 25. The results indicate that CRM has a positive and significant effect on customer loyalty, whereas product quality does not show a significant influence. However, when tested simultaneously, both independent variables exhibit a significant effect on customer loyalty. These findings suggest that customer relationship management is the primary factor in building customer loyalty, while product quality remains a supporting element that enhances the overall consumption experience.]]>
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