The purpose of this research is to understand the influence of product quality, product innovation and integrity to the customer trust and customer satisfaction that affects customer loyalty. In this research there are five hypotheses that will be tested, they are : 1) the positive influence of product quality to customer trust; 2) the positive influence of product innovation to customer trust; 3) the positive influence of integrity to customer trust; 4) the positive influence of customer trust to customer satisfaction; 5) the positive influence of customer satisfaction to customer loyalty. Data collection is done by distributing the questionnaires to 300 respondent students in University of ABC. Data was analyzed by testing outer model, inner model, and overall goodness fit model by using Generalized Structured Component Analysis (GeSCA). The result of the analysis shows that product quality has a positive influence to customer trust, product innovation has a positive influence to the customer trust, integrity has a positive influence to the customer trust, customer trust has a positive influence to the customer satisfaction, customer satisfaction has a positive influence to customer loyalty.