<![CDATA[This study aims to analyze the effect of product quality, service quality, and customer satisfaction on customer loyalty at Njajan.co in Tegal City. A quantitative research method with a survey approach was employed involving 100 Njajan.co customers selected through simple random sampling. Data were collected using questionnaires and analyzed through multiple linear regression with the assistance of SPSS. The findings reveal that product quality, service quality, and customer satisfaction each have a positive and significant effect on customer loyalty. Simultaneously, these three variables also significantly influence customer loyalty. The coefficient of determination (R²) of 0.821 indicates that 82.1% of customer loyalty is explained by product quality, service quality, and customer satisfaction, while the remaining 17.9% is influenced by other factors beyond the scope of this study. These findings highlight the importance of maintaining product quality, improving service quality, and ensuring customer satisfaction as strategic efforts to strengthen customer loyalty and support the long-term competitiveness of Njajan.co in Tegal City.]]>
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