This study aimed to analyze the influence of price and brand image on Mixue consumer loyalty in Yogyakarta. Employing a quantitative approach with 50 respondents, data were collected through questionnaires and analyzed using multiple linear regression. Validity and reliability tests demonstrated a robust research instrument. Classical assumptions were met. The F-test indicated a significant simultaneous effect of price and brand image on consumer loyalty (p < 0.05). However, the t-test showed that only brand image had a significant partial effect (p < 0.05), while the effect of price was insignificant (p > 0.05). This finding has implications for Mixue's marketing strategy in Yogyakarta, emphasizing the importance of a strong brand image.
