<![CDATA[This study aims to analyze the effects of location, brand image, and service quality on customer loyalty at Delmora Cosmetics Store in Boyolali. The study employed a quantitative approach using primary data collected through questionnaires from 110 respondents selected using purposive sampling. Data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The results showed that all research instruments were valid and reliable. The regression equation obtained was Y = 3.450 + 0.353X1 + 0.462X2 + 0.118X3. Partially, location, brand image, and service quality had positive and significant effects on customer loyalty, with significance values of 0.000, 0.000, and 0.047, respectively. Simultaneously, the three variables had a significant effect on customer loyalty, with an F-value of 69.366 and a significance value of 0.000. The Adjusted R² value of 0.653 indicates that 65.3% of the variation in customer loyalty can be explained by the three variables, while the remaining 34.7% is influenced by other factors outside the model examined in this study.]]>
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