This study aims to analyze the effect of brand equity, customer satisfaction, word of mouth and trust in consumer loyalty at the BSA Motor Bumiayu workshop. This research uses quantitative research methods, non-probability sampling techniques, obtained through purposive sampling is a method of determining the sample based on certain criteria. This research sample of 120 respondents. The research method used in this study is multiple regression analysis. The results of the analysis show that partially brand equity, customer satisfaction, word of mouth and trust have a significant positive effect on customer loyalty. Furthermore, the results of the simultaneous analysis show that brand equity, customer satisfaction, word of mouth and trust affect customer loyalty. While the variability of all variables has an influence on consumer loyalty by 56.3%.