<![CDATA[The purpose of the research was to determine the effect of brand trust and habitual behavior on McDonald's Samarinda customer loyalty. This type of research uses descriptive methods with a quantitative approach. The sample used was 100 McDonald's Samarinda customers. The data analysis used is a multiple linear regression analysis. The results of the study show that brand trust and habitual behavior simultaneously have a significant effect on customer loyalty. In the coefficient of determination (R2) test, it is known that the magnitude of the effect of brand trust and habitual behavior is 55.9%, while the remaining 44.1% is influenced by variables outside of brand trust and habitual behavior, such as customer satisfaction. The conclusion of the study is that McDonald's Samarinda customers repurchase products 3–4 times a month and recommend the McDonald's brand to the surrounding environment or other people because they have brand trust and habitual behavior.Keywords: Brand Trust; Customer Loyalty; Habitual Behaviour]]>
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