<![CDATA[This research was conducted at Sweet Furniture Store. The problem in this study is the decline in sales volume and the number of customers in recent years, indicating inconsistent customer loyalty. This study aims to determine the effect of service quality and trust on customer loyalty at Sweet Furniture Store both partially and simultaneously.This study uses a quantitative method with primary data sources through questionnaires and secondary data through company documents. The population in this study were consumers of Sweet Furniture Store with a sample size of 93 respondents determined using the Slovin formula. The sampling technique used was non-probability sampling. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination.The research results produced a regression equation: Customer Loyalty = 33.271 + 0.628 Service Quality + 0.041 Trust + e. Partially, service quality has a positive and significant effect on customer loyalty (t-count 4.645 > t-table 1.661). However, trust does not partially have a significant effect on customer loyalty (t-count 0.695 < t-table 1.661). Simultaneously, service quality and trust have a significant effect on customer loyalty (F-count 13.896 > F-table 3.10). The Adjusted R Square value of 0.236 indicates that the service quality and trust variables contribute 23.6% to customer loyalty, while the remaining 76.4% is influenced by other variables outside of this study]]>
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