This research was aimed analyze the influence of a shop image and customer satisfaction towards customer loyalty in GMT Swalayan (self service shop) of Sleman, Yogyakarta. The research subjects were customers who make purchase transaction in GMT Swalayan of Sleman, Yogyakarta. The research samples numbered 100 respondents selected by using a purposive sampling method. Data gathering was conducted by using an already-tested validity and reliabilityquestionnaire. Analysis device used to analyze data was a multiple linear regression analysis. Based on data analysis already conducted obtained result that the shop image positively and significantly influenced customer loyalty, shop image and customer satisfaction significantly influenced customer satisfaction.