<![CDATA[Rumah Kue Panyurak (RKP) is one of the culinary Micro, Small, and Medium Enterprises (MSMEs) in Buntu Batu District, Enrekang Regency, operating in an increasingly competitive business environment, so that building strong relationships with customers through customer engagement has become essential. This study aims to analyze the influence of cognitive engagement, emotional engagement, and behavioral engagement on customer loyalty at Rumah Kue Panyurak (RKP). This study employed a quantitative approach using a survey method. The population consisted of customers of Rumah Kue Panyurak (RKP), while the sample comprised 100 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with SPSS version 31, including validity testing, reliability testing, the coefficient of determination, partial (t-test), and simultaneous (F-test). The results indicate that cognitive engagement, emotional engagement, and behavioral engagement simultaneously and partially have a positive and significant effect on customer loyalty. Cognitive engagement is the most dominant factor, with a regression coefficient of 0.425 and a t-value of 14.445. The coefficient of determination (R²) of 0.747 indicates that 74.7% of the variation in customer loyalty is explained by the three customer engagement variables. The findings are expected to provide input for Rumah Kue Panyurak in improving customer engagement to strengthen customer loyalty.]]>
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