The purpose of this study was to analyze the influence, promotion, brand image, sevice quality and trust on ShopeePay digital wallet customer loyalty. The population in this study were students of three universities in Purwokerto. Sample selection using purposive sampling technique. Criteria based on the number of samples obtained as many as 108 respondents. The analysis technique used is descriptive statistics, instrument testing, classical assumption test, multiple regression analysis and hypotesis testing. The result of the study explain that the variables of promotion, brand image, service quality and trust simultaneously affect customer loyalty. Promotion partially positive and significant effect on customer loyalty. Brand image partially has a negative and not significant effect on customer loyalty. Service quality partially has a positive and significant effect on customer loyalty. Trust partially positive and significant effect on customer loyalty.