Product variations are one of the factors that influence customer satisfaction and loyalty. The purpose of this study was to determine the effect of product variations on consumer loyalty Bedukmutu. Bedukmutu stands for buying quality Muhammadiyah products. Bedukmutu is an online trading system or tool developed at UMY for the sale and purchase of UMY products. Bedukmutu's main goal is to manage the economic potential of Muhammadiyah citizens. In this study, of the five variables studied, namely: online systems, admin services, product quality, product variety, and product prices, which will significantly affect consumer loyalty. Samples were taken using the cluster sampling method with a total sample of 100 people drawn from 757 lecturers and permanent employees in all faculties and bureaus at UMY. Data analysis performed is regression analysis using SPSS 20.0. The results of this study, among the five variables, which significantly influence consumer loyalty are product variations, and the regression line equation Y = 0.936 + 0.347 X4 is obtained.