<![CDATA[This study aims to determine the influence of brand identity on consumer loyalty at Toko Vivin in Gunungsitoli City. The sample in this study consisted of 90 consumers who had made purchases more than once at Toko Vivin within the past year. The research method used is quantitative, with data analysis performed using simple linear regression. The results of the study indicate that the hypothesis test yielded a t-value of 0.830 with a significance value of 0.000. With a significance threshold of 0.05 and a t-table value of 0.2072, it shows that t-count > t-table (0.830 > 0.2072), which means the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected. Thus, it can be concluded that brand identity has an influence on consumer loyalty at Toko Vivin in Gunungsitoli City. In the coefficient of determination (R Square) test, a value of 0.690 was obtained. When converted using the formula KD = r² × 100%, the result is 69%. This means that brand identity contributes 69% to the increase in consumer loyalty, while the remaining 31% is influenced by other variables not included in this research model, such as price, product quality, service, or other factors that may affect consumer loyalty.]]>
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