This Research aims to determine the effect of brand equity, price, and service quality, to customer loyalty and customer satisfaction as intervening variables. Sampling technique using accidental sampling method, this method is used because the number of unknown population when will come to the store. Accidental sampling is a sampling based on the fact that they happen to appear. In this study the population is all wardah customers who have purchased wardah products repeatedly. Analysis of this research using path analysis. This analysis is used to explain the direct and indirect effects of a set of causal variables against a set of other variables that are variables due to path analysis (Path Analisys). Based on partial test of t test conducted by brand equity, price, service quality, and customer satisfaction have a direct and significant effect to customer loyalty. There is an indirect effect of brand equity, price, quality of service to customer loyalty through customer satisfaction.