Taufik et al., Journal of Consumer Sciences (2022), 7(1), 68-82 DOI: https://doi.org/10.29244/jcs.7.1.68-82 68 CONSUMER BEHAVIOUR| RESEARCH ARTICLE The Role of Service and Product Quality on Customer Loyalty Agus Taufik¹* ) , Sugeng Santoso², Muhamad Irfan Fahmi 3 , Faqih Restuanto⁴, Steven Yamin 5 Abstract: Coffee shops are today's businesses with good and competitive prospects in providing customer satisfaction and building customer loyalty. This study aims to analyze the relationship between service quality and product quality on customer satisfaction and loyalty, the relationship between customer satisfaction and customer loyalty, and the relationship between product and service quality and customer loyalty mediated by customer satisfaction. The study was conducted using quantitative methods, sampling a questionnaire to 100 customers of Coffee Shop. The study was conducted in August 2021. Meanwhile, to analyze the relationship between variables, using partial least squares (PLS). Based on the study results, it can be concluded that service quality directly affects customers, especially customer satisfaction. Product quality also affects customer satisfaction and loyalty and vice versa. However, service quality did not directly affect customer loyalty. Meanwhile, mediation through customer satisfaction and product quality indirectly affects customer loyalty. Keywords: customer satisfaction, customer loyalty, product quality, service quality JEL Classification: L10, L15, L66 Received: December 10, 2021 Accepted: February 16, 2022 *Corresponding author: Agus Taufik, Mercu Buana University, Jakarta, Indonesia E-mail: agus.taufiks@gmail.com Additional information is available at the end of the article ©2022 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license ABOUT THE AUTHORS Agus Taufik is a Bachelor of Agricultural Cultivation, Padjadjaran University Bandung, Indonesia. His areas of specialization are Financial Controller and Project Development and Improvement in oil palm plantation company, Jakarta, Indonesia. He can be contacted via his email: agus.taufiks@gmail.com Sugeng Santoso is an Associate Professor at the Faculty of Economy and Business, Mercu Buana University, Indonesia. He awarded as The Best Performing Lecturer on Magister Program of Mercu Buana University Academic Year 2019-2020. His areas specialization includes creative food startup and industrial cluster. He can be reached via sugeng.santoso@mercubuana.ac.id. Muhammad Irfan Fahmi graduated from Trisakti University. His areas of specialization is online business, Jakarta, Indonesia. He can be contacted via his email: irfanfahmi699@gmail.com Faqih Restuanto graduated from Trisakti University. His areas of specialization are road traffic accident insurance and public transportation, Jakarta, Indonesia. He can be contacted via his email: restukabrut@gmail.com. Steven Yamin is graduated from Mercu Buana University majoring in Management. His areas of specialization Logistics Department in the food and beverage business, Jakarta, Indonesia. He can be contacted via his email: stevenyamin14@gmail.com PUBLIC INTEREST STATEMENT One of the demands faced by the coffee shop business is how to retain existing customers by giving them satisfaction in the form of service quality and product quality as well as building customer loyalty. Through this research, it was revealed that in running a coffee shop business, it is very important to continue to improve the quality of services and products. Our findings show that service quality has no direct effect on customer satisfaction, while product quality has a significant direct effect on customer satisfaction. For customer satisfaction, it has a direct effect on customer loyalty. Through the mediation of customer satisfaction, service quality does not have an indirect effect on customer loyalty, while product quality has an indirect effect on customer loyalty.