<![CDATA[The aim of this research is to examine how Menantea customer loyalty is influenced by consumer happiness and product trust. The sample consisted of 90 respondents who filled out the questionnaire used to collect research data. The data analysis technique of this study used Multiple Liner Regression Analysis Tests, Hypothesis Tests (T Test and F Test), and the Coefficient of Determination. Research findings show that Menantea customer loyalty is positively and significantly influenced by customer happiness and trust, both partially and simultaneously. With an R Square value of 0.517, the variables of consumer trust and satisfaction contribute 51.7% to the variability in Menantea consumer loyalty, with additional factors not covered in this research influencing the remaining 48.3%.]]>
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