The purpose of this study was to determine the effect of brand image, brand trust and product quality on brand loyalty. Data collection using a questionnaire tool. The sample of this study was Cardinal customers in Purwokerto. The method used is nonprobability sampling with 100 samples that meet various predetermined criteria. The results of this study state that brand image, brand trust and product quality simultaneously influence brand loyalty. Brand image has a significant negative effect on brand loyalty. Brand trust has a significant negative effect on brand loyalty. Product quality has a significant positive effect on brand loyalty.