Tujuan penelitian adalah menguji pengaruh kualitas produk dan pelayanan terhadap kepuasan serta loyalitas pelanggan di Kopi Jon House. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Data diperoleh melalui kuesioner yang diisi oleh 280 responden, menggunakan metode analisis Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan (T-statistik = 3,647; P = 0,000), namun pengaruhnya terhadap loyalitas pelanggan tidak signifikan (T- statistik = 1,578; P = 0,115). Sebaliknya, kualitas pelayanan berpengaruh signifikan baik terhadap kepuasan pelanggan (T-statistik = 7,159; P = 0,000) maupun loyalitas pelanggan (T-statistik = 2,428; P = 0,015). Selain itu, kepuasan pelanggan terbukti meningkatkan loyalitas pelanggan secara signifikan. Berdasarkan temuan ini, peningkatan kualitas produk dan layanan dapat mempertahankan pelanggan serta meningkatkan daya saing bisnis café dalam pasar yang dinamis. serta disarankan agar Kopi Jon House terus meningkatkan kualitas pelayanan dapat melalui inovasi, pelatihan staf, dan pengembangan suasana kafe yang nyaman untuk menarik dan mempertahankan pelanggan. Selain itu, diversifikasi menu dan promosi strategis dapat menjadi langkah untuk meningkatkan daya saing di pasar.
Kata Kunci: Kualitas Produk, Kualitas Pelayanan, Kualitas Pelanggan, Loyalitas Pelanggan.

The study aimed to examine the influence of product and service quality on customer satisfaction and loyalty at jon House Coffe. The study uses a quantitative approach with an explanatory research design. The data was obtained throught a questionnaire filled out by 280 respondents, using the Structural Equation Modeling (SEM) analysis method with SmartPLS software. The study result showed that product quality significantly affects customer satisfaction (T-statistic = 3.647; P = 0.000), but its effect on customer loyalty is not significantly (T-statistic = 1.578; P= 0.115). On the other hand, service quality significantly affects bots customer satisfaction (T-statistic = 7.715; P= 0.000) and customer loyalty (T-statistic = 2.428; P= 0.015). In addition, customer satisfaction has been proven to increase custemer loyalty significantly. Based on these findiings, improving product and service quality can retain customers and increase the competitiveness to enhance the quality of service throught innovation, staff training, and the development of a comfortable cafe atmosphere to attract and retain customers. Apart from that, menu diversification and strategic promotions can be steps to increase competitiveness in the market. Keywords : Product Quality, Service Quality, Customer Quality, Customer Loyalty