Abstract

This research aims to determine the effect of brand characteristic variables, including brand reputation, brand predictability, and brand competence, on brand loyalty among MSME consumers of the Kak Fiet brand. The research sample was drawn using a non-probability sampling method called purposive sampling. One hundred twenty-seven respondents participated in this research. The data used in this research were primary data collected through questionnaires. Data analysis included validity and reliability tests, classical assumption tests, path coefficient tests, the goodness of fit tests, and hypothesis testing using the SmartPLS program. The results show that 1) brand reputation has a significant effect on brand loyalty; 2) brand predictability has no significant effect on brand loyalty; and 3) brand competence has a significant effect on brand loyalty. It demonstrates that the hypotheses that brand reputation has a significant effect on brand loyalty and that brand competence has a significant effect on brand loyalty are confirmed. In contrast, the hypothesis that brand predictability has a significant effect on brand loyalty is not proven. This means that not all brand characteristic elements have a significant effect on brand loyalty on Kak Fiet MSME products.