Pengaruh Kualitas Pelayanan dan Pengemasan Produk Terhadap Loyalitas Pelanggan di Sari Ater Hot Springs Subang

This study aims to analyze the effect of service quality and product packaging on customer loyalty at Sari Ater Hot Spring, Subang. This study uses quantitative research methods with descriptive and verification analysis, the analysis technique uses Multiple Linear Regression. The number of samples is 384 respondents. The data collection technique used a questionnaire that was distributed to visitors to Sari Ater Hot Springs, Subang. The results showed that service quality had a positive and partially significant effect on customer loyalty, where the significance was 0.00 <0.05 and tcount 11.880 > ttable 1.96. Product packaging has a positive and partially significant effect on customer loyalty, where the significance is 0.00 < 0.05 and tcount 14.569 > ttable 1.96. Simultaneously, the quality of service and product packaging on customer loyalty has a positive and significant effect, where the significance is 0.00 < 0.05 and Fcount 690,491 > Ftable 3,019. The total effect is 78.40%, and 21.60% is influenced by other variables that have not been studied