<![CDATA[The fitness supplement industry in Indonesia is experiencing rapid growth due to increasing public interest in healthy lifestyles. In this competitive market, the Evolene brand faces the challenge of maintaining customer loyalty. This study aims to analyze the effect of price, product quality, and promotion on customer loyalty to the Evolene brand. The research uses a quantitative approach with the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). Data was collected through a questionnaire distributed to 100 respondents who had purchased Evolene products. The results showed that the three variables price, product quality, and promotion had a significant effect on customer loyalty. Promotion has the greatest influence compared to other variables, followed by product quality and price. In addition, the validity and reliability of the measurement instruments have been tested using outer model analysis, which shows valid and reliable results. Limitations of the study include sampling limited to Evolene customers as well as external factors such as market trends that cannot be fully controlled. This study recommends companies to integrate competitive pricing strategies, maintain product quality, and optimize digital promotions to strengthen customer loyalty.]]>
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