Firmansyah, A. and Nur Laily 2026. The Effect of Service Quality and Product Quality on Customer Loyalty Through Purchasing Decisions (Study on Consumers of Nocs Coffee Lab Surabaya). INNOVATION RESEARCH JOURNAL. 7, 1 (May 2026), 80–95. DOI:https://doi.org/10.30587/innovation.v7i1.11548.