This research aimed to find out the effect of brand trust and service quality
on customer loyalty with customer satisfaction as intervening variable. This
research uses non probability sampling method, with purposive sampling
technique is sample determination method based on certain criteria. Population
in this research is London Beauty Center customer at student of Muhammadiyah
University of Purwokerto. The sample of this research is 96 respondents. The
research method used in this research is validity test, reliability test, classical
assumption test, multiple regression analysis, coefficient of determination, F test, t
test and Sobel test. Brand trust and service quality have a significant positive
effect on customer satisfaction, brand trust and service quality have a significant
positive effect on customer loyalty. While the results on the test show that
customer satisfaction can not mediate brand trust on customer loyalty, customer
satisfaction can not mediate the quality of service to loyalty.