SUMMARY
Customer loyalty is one of the most important aspects in the business world. Retaining existing customers is often more cost-effective than finding new customers. The purpose of this study was to analyze the effect of complaint handling and marketing communication on loyalty. The research method used is a literature study or Library Research with a qualitative approach. Based on the literature review conducted on the results and discussion, it can be concluded as follows: (1) The effect of handling complaints has a positive effect on loyalty (2) The effect of marketing communication has a positive effect on loyalty.Keywords: complaint handling, marketing communication, loyalty