The purpose of this study was to determine the effect of word of mouth, service
quality, brand image and customer loyalty. The selection of the sample in this
study was carried out by purposive sampling. Based on the criteria, 120
respondents were sampled. The data analysis technique used in this research is
instrument test, descriptive statistics, classical assumption test, multiple
regression analysis, and hypothesis testing. The results of the analysis show that
word of mouth, service quality and brand image have a simultaneous effect on
customer loyalty, word of mouth has no significant effect on customer loy