One of the most important decisions made by managers is to determine the firm's cash holding rate. Saving cash in a little amount or too much money will not be good for the company, so managers need to tend the factors that affect cash holding. The purpose of this research is to know the effect of firm size, net working capital, cash flow, and cash conversion cycle to cash holding. This study took samples based on non-probability sampling method with purposive sampling technique in the Consumer Goods industry sector in BEI in 2013-2016. The number of samples obtained is 112 observations. The analysis technique used in this research is multiple linear regression analysis. The results from this research show that firm size and cash flow are significant to cash holding, while net working capital and cash conversion cycle are not significant in cash to cash holding. Keywords : Firm size, net working capital, cash flow, cash conversion cycle, and cash    holding.