<![CDATA[This research aims to analyze and determine the impact of Digital Marketing, Social Media Engagement, and Customer Trust on Customer Loyalty both partially and simultaneously at Toko Nujma Perabot. The rapid development of information technology has pushed retail businesses to adapt through digital platforms. This study employs a quantitative approach utilizing a survey method with a structured questionnaire. The research population consists of active customers of Toko Nujma Perabot, with a sample size of 107 respondents selected using simple random sampling via Slovin's formula. Data analysis techniques include instrument testing (validity and reliability), classic assumption tests (normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, partial t-tests, simultaneous F-tests, and coefficient of determination (R²) analysis using SPSS software. The results indicate that Digital Marketing, Social Media Engagement, and Customer Trust each have a positive and statistically significant partial effect on Customer Loyalty. Simultaneously, all three independent variables significantly influence Customer Loyalty with an F-count of 513.500 and a significance value of 0.000 (< 0.05). The coefficient of determination (R²) is 0.937, indicating that 93.7% of the variance in Customer Loyalty can be explained by Digital Marketing, Social Media Engagement, and Customer Trust, while the remaining 6.3% is influenced by other unexamined factors. Social Media Engagement emerges as the most dominant variable influencing customer loyalty. ]]>
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