<![CDATA[Abstract: This study aims to determine the simultaneous and partial influence of service quality, kualitas produk, and price on customer loyalty. The sample size consisted of 96 respondents. The data analysis technique used was multiple linear regression. The regression results produced the equation Y = 4.601 + 0.324X1 + 0.459X2 + 0.210X3. The F-test resulted in an Fcount value of 71.158 > Ftable (2.70), meaning that service quality, kualitas produk, and price simultaneously influence customer loyalty. The results of the t-test show that, partially, service quality has a positive effect on customer loyalty because tcount (5.734) > ttable (1.98580); kualitas produk has a positive effect on customer loyalty because tcount (5.592) > ttable (1.98580); and price has a positive effect on customer loyalty because tcount (4.211) > ttable (1.98580). The results of the R2 test show an Adjusted R Square value of 0.589, which means that the independent variables consisting of service quality, kualitas produk, and price are able to explain customer loyalty by 58.9%, while the remaining 41.1% is explained by other variables not included in this study. Keywords: service quality, kualitas produk, price, customer loyalty Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial service quality, kualitas produk dan harga terhadap loyalitas pelanggan. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 4,601 + 0,324X1 + 0,459X2 + 0,210X3. Uji-F menghasilkan nilai Fhitung (71,158) > Ftabel (2,70), artinya service quality, kualitas produk dan harga berpengaruh secara simultan terhadap loyalitas pelanggan. Hasil uji-t, secara parsial service quality berpengaruh positif terhadap loyalitas pelanggan karena thitung (5,734) > ttabel (1,98580), kualitas produk berpengaruh positif terhadap loyalitas pelanggan karena thitung (5,592) > ttabel (1,98580), harga berpengaruh positif terhadap loyalitas pelanggan karena thitung (4,211) > ttabell (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,589, artinya variabel bebas yang terdiri dari service quality, kualitas produk, dan harga mampu menjelaskan loyalitas pelanggan sebesar 58,9%, sedangkan sisanya 41,1% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata kunci: service quality, kualitas produk, harga, loyalitas pelanggan]]>
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