M Sobih Almuayyat and Sutanto, J. 2026. THE EFFECT OF PRODUCT QUALITY AND PRICE ON CUSTOMER LOYALTY MEDIATED IN MILKFISH PURCHASE DECISIONS INFLUENCE OF PRODUCT QUALITY AND PRICE ON CUSTOMER LOYALTY, WITH THE ROLE OF PURCHASE DECISIONS REGARDING BANDANG FISH. International Journal of Economics, Business and Accounting Research (IJEBAR). 10, 2 (Jun. 2026). DOI:https://doi.org/10.29040/ijebar.v10i2.19752.