<![CDATA[The increasingly competitive salon and spa business requires companies to retain customers by offering appropriate pricing, strong personal branding, and optimal service quality. This study aims to analyze the effects of pricing, personal branding, and service quality on customer loyalty at Glowing Salon & Spa Bireuen, both partially and simultaneously. This study employed a quantitative method with an associative approach. The sample consisted of 120 respondents selected using purposive sampling, with the criteria that respondents had previously received treatments at Glowing Salon & Spa Bireuen, resided in Bireuen and its surrounding areas, and were aged 20–40 years. Data were collected through a questionnaire using a Likert scale and analyzed using multiple linear regression, t-test, and F-test. The results show that, partially, pricing does not have a significant effect on customer loyalty, and personal branding also does not have a significant effect on customer loyalty. Meanwhile, service quality has a positive and significant effect on customer loyalty. Simultaneously, pricing, personal branding, and service quality have a significant effect on customer loyalty. Service quality is the most dominant variable influencing customer loyalty. These findings imply that Glowing Salon & Spa Bireuen should prioritize continuous improvement in service quality to maintain and enhance customer loyalty. ]]>
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