Analisa Pengaruh Kualitas Produk Dan Kualitas Layanan Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Di Pisa Kafe Surabaya

: The growth of food and beverages industry in Surabaya is increasing. Therefore, restaurants must have loyal customers in order to maintain their business. This research is written to find the impact of product and service quality towards customer\u27s satisfaction and loyalty. Researcher wanted to explore loyalty factors of Pisa Kafe Surabaya\u27s loyal customers. This research used PLS-SEM (Partial Least Square-Structural Equation Modeling) technique to analyze, also service quality use second order formative model. The result has proved that product quality significantly and positively impacts customer\u27s satisfaction and service quality, which includes tangibles, reliability, responsiveness, assurance and empathy significantly and positively impacts customer\u27s satisfaction and it creates customer\u27s loyalty in Pisa Kafe Surabaya