The Role of Service and Product Quality on Customer Loyalty

Coffee shops are today's businesses with good and competitive prospects in providing customer satisfaction building loyalty. This study aims to analyze the relationship between service quality product on loyalty, loyalty mediated by satisfaction. The was conducted using quantitative methods, sampling a questionnaire 100 customers of Shop. August 2021. Meanwhile, variables, partial least squares (PLS). Based results, it can be concluded that directly affects customers, especially Product also vice versa. However, did not affect mediation through indirectly