This study aims to determine the effect of customer value and service quality on customer satisfaction and loyalty of Lion Air airline in Yogyakarta Special Region. Subjects in this study are individuals who have used or become passengers of Lion Air airlines for at least 1 year. In this study, 165 respondents were selected by using purposive sampling method and the analytical tool used is Structural Equation Modeling (SEM). Based on the analysis that has been done, the results obtained that the value of customers positively and significantly affect customer satisfaction, service quality positively and significantly influence on customer satisfaction, customer satisfaction positively and significantly affect customer loyalty, customer value positively and significantly to customer loyalty through customer satisfaction as intervening variable, service quality have positive and significant influence to customer loyalty through customer satisfaction as intervening variable