<![CDATA[The rapid growth of the food and beverage industry has contributed to the increasing popularity of coffee shops, particularly in Badung Regency, Bali. This study examines the effects of brand trust, customer experience, and emotional marketing on customer loyalty at Gluck Coffee. A quantitative approach was employed involving 90 respondents selected through purposive sampling. Data were collected through observation, interviews, questionnaires, and documentation. The data were analyzed using research instrument validation, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that brand trust has no significant effect on customer loyalty, with a significance value of 0.222 > 0.05. Customer experience has a positive and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. Meanwhile, emotional marketing has a negative and significant effect on customer loyalty, with a significance value of 0.000 < 0.05. These findings highlight the importance of customer experience in strengthening customer loyalty in local coffee shop businesses.]]>
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