<![CDATA[This study aims to determine and analyze the effect of price, store ambience, and service quality on customer loyalty at Fritto Chicken Medan City. This study uses a quantitative method with a causal associative approach. The population in this study were Fritto Chicken Medan City customers with a sample of 100 respondents obtained using quota sampling and purposive sampling techniques. Data collection techniques were carried out through a questionnaire with a Likert scale. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination. The results of the study indicate that partially price, store ambience, and service quality have a positive and significant effect on customer loyalty at Fritto Chicken Medan City. Simultaneously, price, store ambience, and service quality also have a positive and significant effect on customer loyalty. The service quality variable is the most dominant variable influencing customer loyalty. The results of this study are expected to be a consideration for companies in increasing customer loyalty through appropriate pricing, a comfortable restaurant atmosphere, and quality service.]]>
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