This research is aim to know the influence of customer brand identification, self congruity, and service value to brand involvement, brand decision involvement, and brand satisfaction can impact brands loyalty on Independent Coffee Shop. Before conducting this research, a preliminary study was conducted to find out the problem at a coffee shop. Where there is a problem with consumer loyalty, this study therefore focuses on branding. This research focuses on consumers who visit the Independent Coffee Shop in Jakarta aged 18 to 37 years. Data obtained from an online questionaire that has 20 questions that have been tested for validity and reliability conducted on 389 respondents using convenience sampling and likert scale techniques. Calculation of respondents' data is calculated using structural equation model (SEM) with SmartPLS version 3.2.7. The results of this study found that there was a significant effect between service value, customer brand identification on brand involvement and brand decision involvement. Self congruity towards brand involvement. Brand decision involvement and brand involvement towards brand satisfaction. Brand satisfaction, brand decision involvement and brand involvement also have a significant effect on brand loyalty. The strongest predictor is customer brand identification so that it can be said that customer brand identification is a predictor that can increase brand involvement, so that consumers are loyal to the coffee shop. / Penelitian ini bertujuan untuk mengetahui pengaruh customer brand identification, self congruity, dan service value pada brand loyalty melalui brand involvement, brand decision involvement, dan brand satisfaction pada Independent Coffee Shop. Sebelum melakukan penelitian ini, dilakukan penelitian pendahuluan untuk mengetahui masaah pada sebuah coffee shop. Dimana ditemukan adanya masalah loyalitas konsumen, oleh karena itu penelitian ini berfokus pada branding. Penelitian ini mengunakan penelitian kuantitatif. Penelitian ini berfokus pada konsumen yang berkunjung ke Independent Coffee Shop di Jakarta yang berusia 18 sampai 37 tahun. Data di peroleh dari online questionaire yang memiliki 20 pertanyaan yang sudah dilakukan uji validity dan reliability yang dilakukan pada 389 responden menggunakan teknik convinience sampling dan skala likers.. Perhitungan data responden dihitung menggunakan structural equation model (SEM) dengan SmartPLS versi 3.2.7. Hasil dari penelitian ini menemukan bahwa terdapat pengaruh yang signifikan antara service value, customer brand identification terhadap brand involvement dan brand decision involvement. Self congruity terhadap brand involvement. Brand decision involvement dan brand involvement terhadap brand satisfaction. Brand satisfaction, brand decision involvement dan brand involvement juga berpengaruh signifikan terhadap brand loyalty. Nilai pengaruh paling besar adalah customer brand identification, sehingga dapat dikatakan customer brand identification merupakan prediktor yang dapat meningkatkan brand involvement, sehingga konsumen loyal terhadap coffee shop.