<![CDATA[Three relationships were assessed at Fila Catering, Gunung Sindur, Bogor: Price with Customer Loyalty, Service Quality with Customer Loyalty, and the two predictors jointly with Customer Loyalty. The study used an associative quantitative design with 78 respondents and relied on primary as well as secondary data. Data processing comprised descriptive analysis, validity and reliability checks, classical-assumption diagnostics, simple and multiple regression, correlation and determination measures, plus t and F testing. For Price, the model produced Y = 13.704 + 0.442X1; r = 0.720; R² = 0.519; t = 9.055 compared with 1.99167; and p = 0.000. For Service Quality, the model produced Y = 12.005 + 0.483X2; r = 0.786; R² = 0.617; t = 11.076 compared with 1.99167; and p = 0.000. The joint model yielded Y = 6.133 + 0.281X1 + 0.355X2; r = 0.885; R² = 0.784; F = 135.944 compared with 2.73; and p = 0.000. Accordingly, the statistical evidence supports positive partial effects of Price and Service Quality and a significant combined effect on Customer Loyalty.]]>
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