This study tries to explore the determinants of Wardah cosmetics brand loyalty in Jabodetabek Indonesia. The independent variable is product quality, service quality, promotion and customer satisfaction. A sample of 100 respondents in Jabodetabek area & the sampling technique is convenience sampling (which includes whoever is found in accordance with the focus of research). The technique to get data is questionnaire, the scale used is a Likert scale where the answers are given a score of one to five. The results showed that product quality & consumer satisfaction had a significant effect on Wardah brand cosmetic loyalty while service quality and promotion had no significant effect on Wardah cosmetics brand loyalty.

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