<![CDATA[Increasing competition in the cargo handling service industry requires companies to establish strong positioning and provide excellent service quality to enhance customer loyalty. This study aims to analyze the effect of positioning on customer loyalty, the effect of service quality on customer loyalty, and the simultaneous effect of positioning and service quality on customer loyalty at PT Prabu Kencana Surya Pratama, Tanjung Tembaga Port. This research employed a quantitative approach with an associative research design. The population consisted of 50 service users, and all respondents were selected using the saturated sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS Statistics, including validity, reliability, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that positioning and service quality have a positive and significant effect on customer loyalty, both partially and simultaneously. The coefficient of determination (R²) of 0.901 indicates that 90.1% of customer loyalty is explained by positioning and service quality, while the remaining 9.9% is influenced by other variables outside this study. Therefore, strengthening positioning and continuously improving service quality are essential strategies for maintaining and increasing customer loyalty.]]>
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