This study aimed to analyze the effect of word of mouth, product quality
and brand trust on customer loyalty at Waroenk Ora Umum Purwokerto. This
study uses quantitative research methods, non-probability sampling techniques,
obtained through purposive sampling. The sample of this study was 100
respondents. The research method used in this research is multiple regression
analysis. The results showed that in the partial analysis, word of mouth, product
quality, and brand trust have a significant positive effect on customer loyalty.
Furthermore, the simultaneous analysis showed that word of mouth, product
quality and brand trust has an effect on customer loyalty. Then, the variability of
all variables has an effect on customer loyalty by 45.6%.