<![CDATA[This quantitative study investigates the impact of brand trust and brand image on consumer retention within the Embun Hijab enterprise operating in the muslim fashion market of Sragen Regency. The research motivation originates from observed instabilities in monthly sales volume despite the rapid development of the domestic modest fashion industry. Primary data were gathered from 100 participants selected via purposive sampling, limited to individuals who had completed a minimum of two transactions. Data analysis was executed through multiple linear regression analysis utilizing SPSS software. The analytical outcomes indicate that brand trust exerts a favorable and statistically significant influence on consumer loyalty (β = 0.485; p = 0.000). Similarly, brand image demonstrates a beneficial and statistically significant effect on consumer loyalty (β = 0.467; p = 0.000). Furthermore, the adjusted R-squared coefficient of 0.694 reveals that 69.4% of the variance in consumer loyalty is collectively determined by brand trust and brand image, whereas the remaining 30.6% is governed by external factors beyond the parameters of this research. Consequently, prioritizing product distinction and service agility constitutes a vital strategic requirement for preserving enduring customer repurchase intentions.]]>
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