This research was conducted to examine the effect of Brand Image, Promotion and on purchasing decisions and their effect on loyalty. The results showed partially that Brand Image variables have a positive and significant effect on purchasing decisions, variable prices have a positive and significant effect on purchasing decisions, promotion variables have a positive and significant effect on purchasing decisions, purchasing decisions have a significant effect on loyalty. The study was conducted in Wonosobo district with data of 135 respondents and tested by SEM analysis