Pengaruh Kualitas Pelayanan Dan Penetapan Harga Terhadap Loyalitas Konsumen Pada Sop Tunjang Dwi Group Lirik, Indragiri Hulu

This study aims to determine the effect of service quality and pricing on consumer loyalty. The method used in this study is descriptive and quantitative statistics. The sample taken was 100 respondents using accidental sampling technique. The data sources in this study came from primary data obtained through the process of distributing questionnaires which were then carried out statistical tests with the SPSS program and secondary data using target data and sales realization of Sop Tunjang Dwi Group Lirik, Indragiri Hulu for the 2017-2021 period. Data analysis technique used is quantitative analysis using validity test, reliability test and simple and multiple linear regression analysis. The test results in this study indicate that partially the service quality variable (X1) has a positive and significant effect on consumer loyalty (Y). partially the pricing variable (X2) has a positive and significant effect on consumer loyalty (Y). and simultaneously service quality (X1) and pricing (X2) have a positive and significant effect on consumer loyalty (Y)