<![CDATA[The increasingly rapid development of the skincare industry has led to increasingly fierce competition between brands, requiring companies to build Brand Image and Brand Trust to increase Consumer Loyalty. This study aims to determine the influence of Brand Image and Brand Trust on Consumer Loyalty of Emina skincare products among Shopee users in West Jakarta. The research method used was a quantitative method with an associative approach. Data collection was conducted by distributing questionnaires to 100 respondents selected using a purposive sampling technique. Data were analyzed using IBM SPSS version 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, coefficients of determination, and regression coefficients. The results showed that Brand Image has a positive and significant effect on Consumer Loyalty with a calculated t-value of 5.457 and a significance level of 0.000. Brand Trust also has a positive and significant effect on Consumer Loyalty, with a calculated t-value of 2.955 and a significance level of 0.004. Simultaneously, Brand Image and Brand Trust have a positive and significant effect on Consumer Loyalty, with a calculated F-value of 81.604 and a significance level of 0.000. The coefficient of determination of 0.627 indicates that Brand Image and Brand Trust explain 62.7% of Consumer Loyalty, with the remainder influenced by other variables outside the study.]]>
