<![CDATA[This study investigates the relationship between TikTok content quality, brand image, and customer engagement on customer loyalty at Nirabeforenine, a local coffee shop. A quantitative cross-sectional survey involved 112 respondents selected through purposive sampling, all of whom had purchased products, recognized the TikTok account, and viewed its promotional content. Data were analyzed using multiple linear regression in SPSS 26. Partial testing showed significance values of 0.015 for TikTok content quality, <0.001 for brand image, and 0.032 for customer engagement. The combined model was also significant with an F-statistic of 346.450 and an R-squared of 0.917. The findings demonstrate that in this sample, loyalty is strongly associated with content standards, brand evaluations, and continuity of interaction. The research contributes empirical evidence on digital marketing for local coffee shops, but its external validity is limited due to the cross-sectional design, non-probability sampling, and focus on a single coffee shop. The implications suggest that while TikTok promotion is valuable, it should be integrated with a strong brand strategy and authentic customer engagement to foster loyalty, as digital metrics alone do not guarantee repeat purchases]]>
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