The study was quantitative research purposing to find out the effect of
product quality, advertisement, and brand trust. Independent variables in this
study were product quality, advertisement, and brand trust, while the dependent
variable was consumers' loyalty. The object of this research was Economics and
Business Faculty students of Universitas Jenderal Soedirman Purwokerto who
bought and consumed AMDK gallon of Aqua at least 3 times. The consumers were
at least 18 years old. This research involved 107 respondent sample obtained
through purposive sampling technique. Data of this study were analysed through
validity and reliability test, classical assumption test, multiple regression analysis,
coefficient of determination (R2 ), and hypothesis test. The analysis result shows
that product quality has a significant positive effect on consumers' loyalty
partially with t value 2,336 > t table 1,659. Advertisement has a significant
positive effect to consumers' loyalty with t value 3,151 > t table 1,659. Brand
trust has a significant positive effect to consumers' loyalty with t value of 3.991
> t table 1.659.