The purpose of this study was to determine the effect of trust, store atmosphere and product diversity on customer loyalty with customer satisfaction as an intervening variable. Case study on the Purwokerto Confection Sports League. The questionnaire is used as a data collection tool. The sample of this research is the customers of the Purwokerto Confection Sports League. The method used was purposive sampling with 100 samples with various specified criteria. Data analysis using Structural Equation Modeling with Partial Least Square approach. The results showed that trust had a significant negative effect on customer satisfaction and had no significant effect on customer loyalty. Store atmosphere has a significant positive effect on customer satisfaction, and has no significant effect on customer loyalty. Product diversity has no significant effect on customer satisfaction, but has a significant positive effect on customer loyalty. Satisfaction has a significant positive effect on customer loyalty, and satisfaction cannot mediate the relationship between Trust, Store Atmosphere and Product Diversity on Customer Loyalty.