<![CDATA[Coffee shops have become an integral part of the modern lifestyle, resulting in increasingly intense competition within the food and beverage industry. In this competitive environment, businesses are required to maintain consumer loyalty by consistently delivering high-quality products and excellent services that meet customer expectations. This study aims to analyze the effect of product quality and service quality on consumer loyalty at Kilat Coffee Medan. A quantitative research approach was employed, involving 140 respondents selected as the research sample. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS version 4.1.0.9 to examine the relationships among the variables. The findings reveal that product quality has a positive and significant effect on consumer loyalty (P-value = 0.000 < 0.05; T-statistic = 3.736 > 1.96), indicating that better product quality contributes to stronger customer loyalty. Similarly, service quality also has a positive and significant effect on consumer loyalty (P-value = 0.000 < 0.05; T-statistic = 2.496 > 1.96), demonstrating that excellent service enhances customers’ willingness to revisit and recommend the coffee shop. These findings suggest that continuous improvements in both product quality and service quality are essential strategies for strengthening consumer loyalty and maintaining the long-term competitiveness of Kilat Coffee Medan.]]>
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