Main Article Content
Abstract: One of the Information Technology products, commonly abbreviated as IT, is an application or program that runs on a computer or mobile device. PT Assist Software Indonesia Pratama is one of the information technology-based service providers. This study aimed to determine the impact of service product development and ease of use on loyalty simultaneously and individually. This research method employs a quantitative approach. The population in this study consisted of 124 customers of PT Assist Software Indonesia Pratama. The sample in this study comprised 55 service users from PT. Assist Software Indonesia Pratama. The results revealed that service product development and ease of use significantly affect customer satisfaction. Service product development significantly affects loyalty, but ease of use does not have a significant impact on loyalty. Customer satisfaction does not have a significant effect on loyalty. Service product development does not have an indirect effect on loyalty with satisfaction as a mediator. Likewise, ease of use does not indirectly affect the loyalty variable when satisfaction is used as a mediator.