Put It Right Journal (PIRJ), Vol. 1 Issue 1, April, 2022 Doctoral Program in Economics, Faculty of Economics and Business, Universitas Jambi 20 CUSTOMER LOYALTY MODEL: A CUSTOM PRODUCT PERSPECTIVE, INNOVATION ADAPTION, BRAND IMAGE, LIFESTYLE, AND TRUST IN THE INTERIOR FURNITURE INDUSTRY Feno Candri¹*, Syahmardi Yacob², Junaidi³, Tona Aurora Lubis⁴ 1, Student at the doctoral program, Economic Faculty, Universitas Jambi 2,3,4 Lectures at Doctoral Program in Economics, Jambi University ABSTRACT Custom Interior Furniture is a product made and produced based on consumers' demands. It has become a new phenomenon where customers are now more interested in a product representing owners' hopes and desires. It indeed cannot be separated from the patterns and lifestyles of people who are increasingly open in accepting the development of information technology, where access to information about interior design furniture is straightforward to obtain. Therefore, it makes a new trend rapidly influencing the paradigm of modern society today about interior design, especially custom interior furniture products. This study uses a Literature Review approach which reviews and discusses a series of Custom Products with references from existing articles. The selected variables are Custom Products, Innovation Adaption, Brand Image, Life Style, Trust, and Customer Loyalty. Keywords: Custom Products, Innovation Adaption, Brand Image, Live Style, Trust, and Customer Loyalty INTRODUCTION In the world of products, there are 2 (two) types of products, namely mass products and custom products. Along with the development of the times and technology, consumers are more open and understand more about the quality of a product. Nowadays, consumers are more interested in custom products made and designed according to the consumers' wishes. A custom product or customization system uses technology to form flexible processes within the organizational structure to provide various products and services that meet the specific needs of customers or individuals. (Da Silveira et al., 2001). This customization requires sensitivity and foresight from service providers in reading market opportunities and potential, where the needs of each customer or individual are different. Hence, capturing customer desires and expectations is the most critical thing. In custom Interior Furniture products, the ability of a service provider or company to understand the wishes of customers is one of the determinants of customers in making decisions about who or which company they will use to carry out their work to match their expectations desires. Trustor customer trust is an important point that must be owned by companies or service providers to continue to exist in the business world of Custom Interior Furniture Products. Trust is a willingness to rely on the ability, integrity, and motivation to act to serve the needs and interests that have been agreed upon, implicitly or explicitly (Westall, 2012). Distinctive characteristics products are passive users, but consumers provide ideas related to the desired