This study aims to identify and measure the influence of customer relationships, customer satisfaction, and brand image on customer loyalty at Ryandini’s Sweet Chicken Claw business, located in Sei Sijenggi Village, Hamlet III, Perbaungan District, Serdang Bedagai Regency. A quantitative research method was employed, with data collected through observation, documentation, and questionnaires. The questionnaires used a Likert scale as a measurement tool to assess respondents’ opinions accurately. Data analysis was conducted using several stages, including validity and reliability tests, classical assumption testing, and multiple linear regression analysis, processed through SPSS version 22. These methods were used to ensure the validity of the instrument and the consistency of the findings. The research findings demonstrate that customer relationships have a significant and positive effect on customer loyalty. Customers who feel connected and valued by the business are more likely to remain loyal. Likewise, customer satisfaction—reflecting the extent to which customers' expectations are met or exceeded—has a strong and positive influence on loyalty. In addition, the brand image of the business, which encompasses customer perceptions and reputation of the product, also significantly influences loyalty in a positive direction. Furthermore, the simultaneous analysis of customer relationships, customer satisfaction, and brand image shows that all three variables jointly have a significant and positive impact on customer loyalty. This means that enhancing these three factors can strengthen customer retention and long-term commitment. These results provide valuable insights for small business owners in the food and beverage industry. Focusing on building strong relationships with customers, consistently delivering satisfaction, and maintaining a positive brand image are essential strategies to increase loyalty. For Ryandini’s Sweet Chicken Claw and similar businesses, these findings offer practical guidance for developing customer-centered marketing strategies in an increasingly competitive market.

This research aims to determine the influence of business networks and information technology on the performance of Sapu Lidi and Sapu Ijuk MSMEs in Medan Sinembah Village, Tanjung Morawa District. The sample for this research was 30 Broom Stick and Broom Fiber MSMEs in Medan Sinembah Village, Tanjung Morawa District. The analysis techniques used are Multiple Regression, T Test, F Test and Coefficient of Determination. The analysis results were obtained using the multiple linear regression equation, namely Y = 16.064 + 0.290X1 + 0.101X2. The t value of the Business Network variable (X1) is 4.654 when compared to the t table value of 1.703. So the calculated t obtained is greater than the t table value or 4.654 > 1.703. Then it can also be seen that the sig value is smaller than the value 0.00 < 0.05, so Ho is rejected and Ha is accepted so that the variable 1,703. So the calculated t obtained is greater than the t table value or 2.025 > 1.703. Then it can also be seen that the sig value is smaller than the probability value of 0.00 < 0.05, so Ho is rejected and Ha is accepted so that the variable 00>0.05 and Fcount value 96.467>Ftable 2.96. R square (R2) or R square shows the coefficient of determination is 0.877, meaning that the percentage of Business Networks (X1) and Information Technology (X2) on increasing MSME performance is 87.7% while the remaining 12.3% is influenced by other variables not examined by the this research.