<![CDATA[The increasing competition among coffee shops requires businesses to build strong Brand Awareness and Brand Image to maintain customer loyalty. This study aims to analyze the influence of Brand Awareness and Brand Image on Customer Loyalty at Berdikari Kopi Tambun Selatan. This research employed a quantitative method involving 99 respondents selected through purposive sampling, consisting of customers aged at least 17 years and who had made purchases at least twice. Data were collected through observation, questionnaires, and documentation, then analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination with the assistance of SPSS software. The results indicate that Brand Awareness has a positive and significant effect on Customer Loyalty, with a t-value of 4.948 and a significance value of less than 0.001. Brand Image also has a positive and significant effect on Customer Loyalty, with a t-value of 3.261 and a significance value of 0.002. Simultaneously, both variables have a positive and significant effect on Customer Loyalty, with an F-value of 148.843 and a significance value of less than 0.001. The coeff(Yusup Sukmadiana dkk., 2025)icient of determination (R Square) of 0.756 shows that 75.6% of the variation in Customer Loyalty can be explained by Brand Awareness and Brand Image. These findings suggest that improving Brand Awareness and Brand Image can be an effective strategy for increasing customer loyalty at Berdikari Kopi Tambun Selatan]]>
