This research aimed to find out the perceived quality, brand image and brand trust as determination of brand loyalty (study consumers Lux soap in Purwokerto city. The research was conducted in Purwokerto the number of sample 118 respondents taken by purposive sampling technique. Based on the analysis carried out with multiple linier regression indicates that perceived quality and brand trust partially positive and significant effect on brand loyalty consumer of Lux in Purwokerto besides that, it is know that brand image has a negative and not significant effect on brand loyalty for consumer of Lux in Purwokerto.