<![CDATA[This study aims to examine and analyze the influence of product quality and product price on the customer loyalty of Koat Coffee among university students in South Jakarta. The study employs a quantitative method with an associative approach and purposive sampling, involving a sample of 96 respondents. Data were collected via questionnaires using a Likert scale and analyzed using IBM SPSS Statistics version 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination test. The results indicate that product quality has a positive and significant effect on customer loyalty (t-count 6.223 > t-table 1.661; Sig. 0.000 < 0.05). Product price also has a positive and significant effect (t-count 3.980 > t-table 1.661; Sig. 0.000 < 0.05). Simultaneously, product quality and price have a significant effect on customer loyalty (F-count 86.543 > F-table 3.09; Sig. 0.000 < 0.05). The R-square value of 0.650 indicates that the two variables explain 65% of the variation in customer loyalty.]]>
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