The purpose of this study is to determine the influence of brand image, product quality and trust on customer loyalty at Surabaya state universities. This research is included in quantitative methods, data are analyzed using softwere Statisticall Packagei for the Sociall Sciences 25 for windows and the data has been obtained tested with (validity test, reliability test, hypothesis test and classical assumption test). The data collection technique of this study uses questionnaires and the sampling techniques used are non probability sampling and purposive sampling, with the criteria that consumers are students of state universities in Surabaya, at least 18 years old and have purchased products at least 2 times. The results of this study show that the brand image variable has a partial effect on customer loyalty, then the product quality variable has a partial effect on customer loyalty and the trust variable has a partial effect on customer loyalty. Other results also show that independent variables, namely brand image, product quality and trust, have a positive and significant effect on customer loyalty simultaneously.