<![CDATA[The objective of this study is to enhance customer loyalty to kebaya fashion products in Denpasar City by employing the Customer-Based Brand Equity (CBBE) approach. A quantitative approach was employed to collect data through the administration of questionnaires to 110 respondents. The collected data were then analyzed by the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The findings of the study indicated that brand equity exerts a positive influence on customer loyalty and customer-based brand equity. Furthermore, customer-based brand equity demonstrates a positive impact on customer loyalty, thereby mediating the relationship between brand equity and customer loyalty. These findings offer implications for marketing strategies that aim to enhance customer loyalty by fortifying brand equity. The findings support the CBBE theory and demonstrate the importance of integration between product differentiation, brand awareness, and digital marketing in creating deep emotional relationships with customers. The present study offers pragmatic contributions to businesses, particularly in the fashion industry, by providing a framework for the development of effective marketing strategies.]]>
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