<![CDATA[Abstract This study to analyze the influence of Customer Relationship Marketing and Brand Image on Consumer Loyalty at Aulia Toothpick Chips in Jambi City. This study employed a quantitative method involving 120 respondents selected using random sampling. Data were collected via a questionnaire using a Likert scale and analyzed using multiple linear regression. The results indicate that, collectively, Customer Relationship Marketing and Brand Image have a significant effect on Consumer Loyalty, with a coefficient of determination (R²) of 60.3%. The remaining 39.7% is influenced by other factors not discussed in this study. Partially, Customer Relationship Management (CRM) has a positive and significant effect on Consumer Loyalty. This is evidenced by the t-test, which shows a significance value for the CRM variable of 0.001 < 0.05. Furthermore, Brand Image has a significant effect on Consumer Loyalty. Meanwhile, the results of the F-test, which showed a significance value of 0.000 < 0.05. Keywords: Customer Relationship Marketing, Brand Image,Customer loyalty,MSMe]]>
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