<![CDATA[This study is motivated by the importance of corporate reputation in building and maintaining customer loyalty within the increasingly competitive fashion retail industry. Reputation is regarded as an intangible asset capable of enhancing trust and reducing consumers' perceived risk in purchase decision-making. The objective of this research is to analyze the effect of corporate reputation on customer loyalty at Toko Wahdana, Pasir Pengaraian Branch. The study employs a quantitative approach using a survey method through the distribution of questionnaires to 96 respondents, determined using the Lame Show formula given that the exact population size was unknown. Data were analyzed using simple linear regression with the assistance of SPSS version 22, including validity, reliability, and normality tests, a t-test, and coefficient of determination analysis. The results indicate that corporate reputation has a positive and significant effect on customer loyalty, with a regression coefficient value of 1.099, a t-value of 16.494, and a significance level of 0.000 (<0.05). The coefficient of determination (R Square) of 0.743 shows that 74.3% of the variation in customer loyalty can be explained by corporate reputation, while the remaining 25.7% is influenced by other factors outside the research model. These findings confirm that the stronger the corporate reputation, the higher the level of customer loyalty formed.]]>
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