This research is an explanatory research using a quantitative approach. Sources of data used are primary and secondary data. The population in this study was users of the Telkomsel provider as many as 140 respondents who used the Telkomse provider. The data analysis method used in this research is the Structural Equation Model. The results of this study indicate that the role of brand trust mediates the effect of brand positioning and brand knowledge on customer loyalty to Telkomsel users in the city of Jember. Consumer assessment of the brand is something that is highly expected by the company, so it is necessary to pay attention to brand trust, brand positioning and brand knowledge to create consumer loyalty

Keywords : Brand Trust, Brand Positioning, Brand Knowledge, Consumer Loyalty.