Penelitian ini bertujuan untuk menguji secara empiris hubungan antara service quality dan customer satisfaction terhadap brand loyalty pada konsumen toko Orchid Accessories Jatisari Mijen Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis korelasional. Jumlah sampel yang digunakan dalam penelitian ini adalah 100 sampel yang diambil dengan teknik non probability sampling dengan jenis sampling convenience sampling. Metode analisis datanya menggunakan uji pearson product moment dan multiple correlation. Hasil hipotesis pertama menunjukkan terdapat hubungan positif dan sangat signifikan antara service quality dengan brand loyalty sebesar 0,288. Service quality yang tinggi menunjukkan bahwa brand loyalty pada konsumen juga tinggi, sebaliknya jika service quality rendah maka akan berdampak pada menurunnya brand loyalty. Hipotesis kedua menunjukkan hubungan positif yang signifikan antara customer satisfaction dengan brand loyalty sebesar 0,364. Semakin tinggi customer satisfaction akan mampu meningkatkan brand loyalty, sebaliknya jika customer satisfaction rendah, maka brand loyalty juga akan rendah. Hasil hipotesis ketiga menunjukkan nilai koefisien korelasi atau R sebesar 0,414 dengan nilai signifikansi 0,000. Sehingga dapat dinyatakan bahwa terdapat hubungan yang signifikan antara variabel service quality dan customer satisfaction terhadap brand loyalty pada konsumen.
Kata kunci: service quality, customer satisfaction, brand loyalty.

ABSTRACT:
This reaserch aims to empirically test the relationship between service quality and customer satisfaction on brand loyalty among consumers of the orchid accessories shop Jatisari Mijen Semarang. This reaserch uses a quantitative approach with correlational techniques. The number of sampels used in this reaserch was 100 sampels taken using non probability sampling techniques with convenience sampling type. The data analysis method uses the pearson product moment test and multiple correlation. The results of the first hypothesis show that there is a positive and very significant relationship between service quality and brand loyalty of 0,288. High service quality indicates that consumer brand loyalty is also high, conversely if service quality is low it will have an impact on decreasing brand loyalty. The second hypothesis shows a significant positive relationship between customer satisfaction and brand loyalty of 0,364. The higher customer satisfaction will be able to increase brand loyalty, conversely if customer satisfaction is low, than brand loyalty will also be low. The results of the third hypothesis show a correlation coefficient or R value of 0,414 with a significance value 0,000. So it can be stated that there is a significant relationship between the service quality and customer satisfaction variabels on consumer brand loyalty.
Key word: service quality, customer satisfaction, brand loyalty