This paper analyzes the effect of brand loyalty on consumer buying behavior, considering brand trust, customer satisfaction, quality perception, and brand image as determinants of purchase intention and repeat purchases. Cross-sectional quantitative methodology was adopted in this research. A structured questionnaire based on Likert scale was utilized to gather data among 250 urban customers through purposive sampling technique. Analysis was carried out by using descriptive statistics, Pearson correlation, reliability test (Cronbach's alpha) as well as multiple linear regression model using SPSS software version 26. Brand loyalty has a positive effect on consumers' purchase decision (β = 0.612, p < 0.001). Brand trust (β = 0.431) and customer satisfaction (β = 0.389) have the highest effects among all other variables considered in this study. All the hypotheses have been supported at the 1% level of significance. The research is confined to urban customers in a geographical area, limiting its external validity. It would be recommended to organizations to develop their brands by creating genuine experiences for the customers and making them loyal. Brand loyalty would minimize the cost for consumers searching products. This study contributes to the literature by developing a unified model integrating attitudinal and behavioral measures of brand loyalty.
Publication Date: 2026-06-21