<![CDATA[ABSTRACT This study aims to determine how customer loyalty at Dimsum Uma Yum Cha Surakarta is influenced by price, product quality, and service quality. A total of 97 respondents were collected through a questionnaire using a purposive sampling technique. This quantitative study involved customers in the Surakarta area who had purchased Uma Yum Cha products. Instrument tests, classical assumptions, and hypotheses were conducted during data analysis, using IBM SPSS software. The results of this study indicate that product quality can positively and significantly influence customer loyalty. This indicates that the product continues to experience quality improvements, which can increase customer loyalty to Dimsum Uma Yum Cha Surakarta. Keywords: Product Quality, Service Quality, Price, and Customer Loyalty ABSTRAK Penelitian ini memiliki tujuan untuk mengetahui bagaimana loyalitas pelanggan Dimsum Uma Yum Cha Surakarta dengan dipengaruhi oleh harga, kualitas produk, dan kualitas layanan. Jumlah responden sebanyak 97 orang dikumpulkan melalui kuesioner dengan menerapkan teknik sampling purposive. Penelitian kuantitatif ini melibatkan pelanggan di wilayah Surakarta yang pernah membeli produk Uma Yum Cha. Uji instrumen, asumsi klasik, dan hipotesis dilakukan selama analisis data, dengan perangkat lunak IBM SPSS. Hasil dari penelitian ini adalah kualitas produk dapat mempengaruhi loyalitas pelanggan dengan positif dan signifikan. Ini menunjukkan bahwa produk terus mengalami peningkatan kualitas, yang dapat meningkatkan loyalitas pelanggan terhadap Dimsum Uma Yum Cha Surakarta. Kata Kunci : Kualitas Produk, Kualitas Layanan, Harga, dan Loyalitas Pelanggan]]>
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