<![CDATA[Purpose – This study aims to examine the effect of brand authenticity on customer loyalty among Toko Kopi Tuku customers in Malang City by investigating the mediating role of customer engagement. Design/Methodology/Approach – This study employed a quantitative explanatory research design based on relevant theoretical foundations. Data were collected through questionnaires from 212 customers residing in Malang City, Malang Regency, and Batu City who had made at least two purchases at Toko Kopi Tuku Malang. The respondents were selected using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through inner model and outer model assessments with SmartPLS 4. Findings – The results indicate that brand authenticity does not have a direct significant effect on customer loyalty. However, customer engagement significantly mediates the relationship between brand authenticity and customer loyalty. Furthermore, brand authenticity has a positive and significant effect on customer engagement, while customer engagement significantly influences customer loyalty. These findings suggest that brand authenticity strengthens loyalty indirectly by fostering deeper customer engagement. Originality/Value – This study contributes to the brand management and customer relationship literature by demonstrating the importance of customer engagement as a psychological mechanism linking brand authenticity to customer loyalty. The findings extend understanding of loyalty formation in the coffee shop industry and provide practical insights for businesses seeking to build sustainable customer relationships through authentic brand experiences and meaningful customer interactions.]]>
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