ABSTRACT : This study aims to explore the relationship between the variables of customer engagement, self brand image congruity, brand familiarity, customer brand engagement, relationship quality, and brand loyalty. This study focuses on customer brand engagement, such as customer engagement, brand self-image congruence, and brand recognition. This study wants to see customer behavior generated by customer brand involvement through relationship quality and brand loyalty. This research was conducted on users of mobile phone brands that have a good reputation in Indonesia, such as the iPhone and Samsung, using a purposive sampling method. using SPSS as a method to test the validity and reliability of the questionnaire. In testing the hypothesis using the Lisrel SEM analysis method, the results obtained indicate that customer involvement, self-brand image alignment, and brand familiarity are proven to play a role in increasing customer brand engagement. Customer brand involvement can mediate the relationship between customer engagement, self-brand image alignment, and brand familiarity with relationship quality and brand loyalty. Relationship quality affects brand loyalty among mobile phone users in Indonesia during the COVID-19 pandemic. This research can be used as a consideration by brands and market strategists to design strategies to develop long-term relationships and build customer loyalty.

KEYWORDS -Customer involvement, self brand image congruity, brand familiarity, customer brand engagement, relationship quality, brand loyalty.