Short answer: entropy
The longer answer: Consider a case A-->B where A and B have equal energy. If your system is 100% molecule A, there is no energetic driving force to create B. Creating more B, however, increases the entropy of the system (going from a more ordered pure substance from a less ordered mixture). In this case, you would expect the system to try to maximize its entropy and create a 50-50 mix of A and B at equilibrium.
In the case of a real chemical reaction where A and B do not have the same energy, there is a competition between entropy and enthalpy. Entropy would like to maintain a 50-50 mix of A and B* whereas the energetics of the reaction would like to drive the reaction toward the side with lower energy. Thus, the system settles at a point where the entropic and enthalpic forces reach a balance.
*(the real situation is actually more complicated because A and B can have differing entropies as well, but the basic concept is correct)