ABSTRACT This study aims to examine the influence of brand image, location, and store atmosphere on customer loyalty at Indogrosir Purwokerto. As a newly established wholesale retail store in the region, Indogrosir faces competition from other shopping centers, requiring a deeper understanding of the factors that drive customer loyalty. The research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to customers and analyzed using multiple linear regression with the help of SPSS. The independent variables in this study are brand image, location, and store atmosphere, while the dependent variable is customer loyalty. The research findings indicate that all three variables have a significant influence on consumer loyalty, both partially and simultaneously. Brand image builds consumer trust, a strategic location facilitates access, and a comfortable store atmosphere enhances shopping satisfaction. The implication of this study is that retail management needs to focus on strengthening these elements to sustainably increase consumer loyalty. Keywords: Brand Image, Location, Store Atmosphere, Customer Loyalty