This paper aims to analyze the most relevant direct-antecedents of brand loyalty in the chemical emulsion industry. The purpose of the study is to find the crucial antecedents for chemical buyers; therefore, the paper contributes to business practitioners in managing customer loyalty, particularly in the chemical emulsion industry. Some hypotheses are exercised to get the finding, and this research employs the SEM-Lisrel 8.70 software program to process a total of 140 samples from the field. The respondent's industries are varied, such as coating, paper, textile, wood panel, putty, printing, and furniture. The main finding is the buyer's concern with products, services, and satisfaction; rational quality aspects become a brand identity. Images and activities associated with the brand do not affect loyalty.