This study aims to analyze the effect of perception product quality, perception service quality to customer satisfaction in forming customer loyalty at Mirota Campus Swalayan Jl. C. Simanjuntak No. 70 Yogyakarta. The subjects in this study were customers Mirota Campus Swalayan Jl. C. Simanjuntak No. 70 Yogyakarta who are at least 17 years old and have made purchases at least 2 times in the last 4 months. The object in this research is Mirota Campus Swalayan Jl. C. Simanjuntak No. 70 Yogyakarta. The number of samples used in this study is 169 respondents. Sampling method used in this study is purposive sampling, as sampling technique and data collection techniques using questionnaires. The data were processed using path analysis on multiple linear regression results using IBM SPSS Statistics 21 software. The results of the analysis show that the perception product quality have a positive and significant effect on customer satisfaction. Perception service quality have positive and significant effect to customer satisfaction. Customer satisfaction have a positive and significant effect on customer loyalty. Perception product quality have a positive and significant effect on customer loyalty. Perceptions service quality have a positive and significant effect on customer loyalty. Perception product quality have a positive and significant effect on loyalty through customer satisfaction. Perception service quality have positive and significant effect on loyalty through customer satisfaction.