<![CDATA[This study aims to analyze the effect of customer satisfacation and product quality on customer loyalty toward handicraft salawu souvenir product from salawu, Tasikmalaya Regency. The research method used is a quantitative approach with descriptive and verificative types of research. The population consists of consumers who have purchased handicraft souvenir product, with the sampling technique using purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests,multiple linear regression analysis, t-tests, and F-tests. The results show that partially, costumer satisfication has a posisitive and significant effect on customer loyalty. Similarly, product quality also has a positive and significant effect on customer loyalty. Customer satification and product quality significantly influence costumer loyalty. These findings indicate that higher levels of costumer satification and better product quality will lead to stronger costumer loyalty toward handicraft souvenir product. The implications of this study are expected to provide insights for small and medium enterprises (SMEs) in improving product quality and customer satisfacation to achieve sustainable customer loyalty.]]>
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