This study analyzes the effect of brand reputation on customer loyalty, customer satisfaction, and customer commitment and its impact on customer retention on TikTok users in Jakarta. This research was conducted in October-December 2021. The research method used was a quantitative method. In this study, the authors conducted an exploratory factor analysis test to determine the level of validity of each research indicator. Meanwhile, to test the reliability using Cronbach's Alpha value. In this study, the authors also used the Structural Equation Modeling analysis test using the AMOS application. The sample in this study amounted to 313 respondents. The results of the validity and reliability tests show that all research indicators meet the specified standards. From the research results, it is known that brand reputation has a positive effect on customer loyalty, customer satisfaction, and customer commitment. Customer loyalty and customer satisfaction do not have a positive effect on customer retention. Meanwhile, customer commitment has a positive effect on customer retention.