Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh food quality, price, location and environment, dan service quality terhadap customer satisfaction dan customer loyalty. Penelitian ini ditujukan kepada konsumen Restoran Daja House yang ada di kota Bandar Lampung. Penelitian ini merupakan penelitian kuantitatif dengan metode non-probability sampling – purposive sampling. Penelitian ini mengambil sampel sebanyak 181 responden yang dikumpulkan dengan mennyebarkan kuesioner menggunakan google form dan memanfaatkan media social untuk pendistribusiannya. Data yang berhasil dikumpulkan diolah dengan menggunakan software SmartPLS 4.0. Hasil penelitian ini menunjukkan food quality tidak berpengaruh terhadap customer satisfaction, price berpengaruh positif dan signifikan terhadap customer satisfaction, location and environment tidak berpengaruh terhadap customer satisfaction, service quality berpengaruh positif dan signifikan terhadap customer satisfaction, dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Hasil ini menunjukkan konsumen Restoran Daja House Kota Bandar Lampung yang didominasi oleh generasi Z yang sudah bekerja namun belum menikah senang berkunjung ke restoran ini bersama dengan rekan kerja atau teman bermain sehingga tidak begitu mengutamakan kualitas makanan dan lingkungan restoran. Kunjungan ke restoran lebih didasari atas kebersamaan dengan teman atau rekan sehingga yang lebih dibutuhka adalah kenyamanan dan ruangan yang luas yang dapat menampung banyak orang. Selain itu kualitas layanan yang diberikan oleh karyawan restoran juga perlu diperhatikan dan ditingkatkan untuk dapat melayani kebutuhan konsumen yang datang bersamaan dalam jumlah banyak. / This study aims to analyze and test the influence of food quality, price, location and environment, and service quality on customer satisfaction and customer loyalty. This study is aimed at consumers of Daja House Restaurant in Bandar Lampung City. This study is a quantitative study with a non-probability sampling method - purposive sampling. This study took a sample of 181 respondents who were collected by distributing questionnaires using Google Form and utilizing social media for distribution. The data that was successfully collected was processed using SmartPLS 4.0 software. The results of this study indicate that food quality does not affect customer satisfaction, price has a positive and significant effect on customer satisfaction, location and environment do not affect customer satisfaction, service quality has a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty. These results show that consumers of Daja House Restaurant in Bandar Lampung City who are dominated by Generation Z who are already working but not yet married enjoy visiting this restaurant with coworkers or playmates so that they do not really prioritize the quality of food and the restaurant environment. Visits to restaurants are more based on togetherness with friends or colleagues so that what is needed more is comfort and a large room that can accommodate many people. In addition, the quality of service provided by restaurant employees also needs to be considered and improved to be able to serve the needs of consumers who come together in large numbers.