Abstract: The foreign brands such as Starbucks and Coffee Bean are currently leading the market of coffee shop chains in Indonesia. For the local brands, the strength of the aura of a brand is not yet considered as a very important factor in affecting the trust and loyalty of their customers. There has been little research on the role of brand aura against customer trust and loyalty. The purpose of this research is to analyze whether gap aura between the companies and their customers affects customer trust and loyalty. Three brands of Indonesian largest coffee shop chains will be examined so as to provide meaningful results. This research took 74 respondents drawn from each store of Coffee Toffee, Excelso, and My Kopi O in 4 cities. This research was analyzed by using Smart PLS 3.0 software. The results of this research show that the aura gap do not significantly affect customer loyalty but has a significant effect against customer trust. Meanwhile, customer trust has a significant influence towards customer loyalty.