PENGARUH KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DI PAWON BROMO CAFE DAN RESTO

The continuous development of business competition in the culinary industry drives business managers to constantly improve service and product quality to maintain customer loyalty. This study aims to examine the extent to which service quality and product quality influence customer loyalty at Pawon Bromo Cafe and Resto, Malang, utilizing a quantitative research method with an explanatory design. The sample size was determined using the Cochran formula, resulting in 97 respondents selected through incidental sampling. Data collection was conducted via questionnaires and analyzed using the multiple linear regression method operated through SPSS version 27 software. The findings indicate that both service quality and product quality contribute positively and significantly to customer loyalty. Furthermore, product quality emerged as the most dominant variable in strengthening consumer loyalty. This suggests that aspects such as food taste, cleanliness, and menu variety are the primary considerations for customers in performing repetitive return visits, while optimal service contributes to creating a more satisfying customer experience. These findings are expected to serve as input for management in formulating quality development schemes to strengthen business competitiveness.