<![CDATA[Increasing competition among Micro, Small, and Medium Enterprises (MSMEs) requires business owners to strengthen customer loyalty as a sustainable competitive advantage. Customer loyalty is influenced not only by product quality but also by positive customer communication, brand image, and consumer trust. This study aims to examine the influence of word of mouth, brand image, and consumer trust on customer loyalty at UD. Citra Bagus Wooden Furniture MSME. A quantitative approach was employed using a survey of 120 customers selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS version 25. The findings indicate that word of mouth, brand image, and consumer trust have positive and significant effects on customer loyalty, both partially and simultaneously. These findings suggest that strengthening positive customer communication, improving brand image, and building consumer trust contribute significantly to sustainable customer loyalty. The results provide practical implications for MSME managers in developing long-term customer relationship strategies to enhance business competitiveness.]]>
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