The quality of goods and service is determined by the customers. Therefore, customer
satisfaction can be achieved bu giving a good quality. Providing customer satisfaction, measuring
it and identifying the factors contributing the customer satisfaction is necessary. In conventional
marketing, many marketers believe that the customers loyalty upon a product depends on the
customers satisfaction. During the time, the marketers recognize that customer loyalty is the
drine to make purchase. This study tests the effect from attribute related to the product, attribute
related to the service, attribute related to the purchase towards the brand loyalty on Rent cars
Murni. The independent variable involves attribute related to the product, attribute related to
the service, attribute related to the purchase. The dependent variable in this study is the brand
loyalty. The result of the ANOVA test on the F-test shows that there is significant effect from
attribute related to the product, attribute related to the service, attribute related to the purchase
towards the brand loyalty on Murni car rental