This research aims to test and analyze the influence of customer experience on Fore Coffee customer loyalty in Surabaya, Customer Relationship Management (CRM) on Fore Coffee customer loyalty in Surabaya and consumer trust in Fore Coffee customer loyalty in Surabaya. This research uses quantitative methods, the data collection technique is by distributing questionnaires, the analysis used is multiple linear regression. In this research, the population used was customers who had purchased Fore Coffee products more than once in Surabaya. The sampling technique was carried out using a purposive sampling method with the Lameshow formula so that the results obtained were 100 respondents. The research results show that all indicators are valid and reliable. The results of the T test state that customer experience has a significant effect on customer loyalty. Customer Relationship Management (CRM) has a significant effect on customer loyalty. Consumer trust partially has a significant effect on customer loyalty. The results of the F test state that customer experience, Customer Relationship Management (CRM) and consumer trust simultaneously influence Fore Coffee customer loyalty in Surabaya. Meanwhile, the results of the R test show that the influence of the independent variable on the dependent variable is 82.9%, while the remaining 17.1% is influenced by other variables outside the research model.