In Indonesia, packaged instant coffee plays a significant role in contemporary society. This has resulted in the emergence of new customs and trends within the beverage industry. Luwak White Koffie is evidence of the existence of white instant ground coffee, a new coffee variety in Indonesia. The objective of this study is to examine the impact of customer satisfaction, brand trust, and brand ambassadors on Luwak White Koffie's customer loyalty in Surabaya. The study's population consisted of individuals residing in Surabaya. A total of 91 respondents from the Surabaya City region who had purchased and consumed Luwak White Koffie products constituted the sample. The study methodology employed is quantitative, and sampling strategies include both purposive and non-probability sampling. The Smart-PLS test instrument is used in this study. The findings of the study demonstrate that Brand Ambassadors significantly and favorably impact Customer Loyalty. Furthermore, Customer Loyalty is positively and significantly impacted by Customer Satisfaction, and same case with Customer Loyalty towards Brand Trust.