<![CDATA[This study aims to examine the effect of Islamic branding and service quality on customer loyalty of BC HNI-HPAI Ambon. Quantitative method was used with purposive sampling technique on 62 respondents. Data were analyzed through multiple linear regression using SPSS. The results showed that both variables partially and simultaneously had a significant effect on customer loyalty. This study confirms the importance of consistency of Islamic values in branding and service strategies to retain customers in Islamic business.ABSTRAKPenelitian ini bertujuan menguji pengaruh Islamic branding dan kualitas pelayanan terhadap loyalitas pelanggan BC HNI-HPAI Ambon. Metode kuantitatif digunakan dengan teknik purposive sampling terhadap 62 responden. Data dianalisis melalui regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa kedua variabel secara parsial dan simultan berpengaruh signifikan terhadap loyalitas pelanggan. Studi ini menegaskan pentingnya konsistensi nilai-nilai Islam dalam strategi branding dan pelayanan untuk mempertahankan pelanggan dalam bisnis syariah.]]>
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