The type of research used in this study is quantitative research is to analyze the effect of customer expectations, product quality, price, location, promotion of customer loyalty Moro Wholesale and Retail Purwokerto. The object of this study is consumers or visitors Moro Wholesale and Retail Purwokerto who have visited or make purchases more than once in a year, this study using 100 samples of respondents with data collection techniques used are purposive sampling while the data analysis techniques used are validity and reliability test, classical assumption test, multiple regression analysis and hypothesis testing. The result of analysis shows that customer's expectation of partial does not influence to customer's satisfaction, product quality partially influence to customer loyalty, partial price has no effect to customer loyalty, location partially has no effect to customer loyalty, promotion partially influence to customer loyalty. Simultaneously customer loyalty.