<![CDATA[This study aims to analyze the influence of brand love and customer satisfaction on customer loyalty toward local fashion products. The rapid growth of the local fashion industry in Indonesia has created intense competition among fashion brands. This condition encourages fashion companies not only to focus on product quality but also to build emotional relationships with consumers in order to create customer loyalty. Customer loyalty is an important factor because loyal customers tend to make repeat purchases, recommend products to others, and remain resistant to competitor brands. The research method used in this study is a literature review method by examining various national and international journals related to brand love, customer satisfaction, and customer loyalty in the fashion industry. The literature sources were obtained from journals indexed by SINTA and SCOPUS within the last ten years. The data were analyzed by identifying theories, concepts, research findings, and relationships between variables related to customer loyalty. The results of the study indicate that brand love has a positive influence on customer loyalty because strong emotional relationships encourage consumers to continue using a particular brand in the long term. In addition, customer satisfaction also has a positive effect on customer loyalty because consumers who are satisfied with product quality and services tend to trust and remain loyal to the brand. Therefore, local fashion companies need to improve product quality, services, and marketing strategies to create emotional relationships and customer satisfaction in order to increase customer loyalty.]]>
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