This study aims to analyze the influence between product quality, service quality, price perception variables on customer satisfaction, customer satisfaction on loyalty and product quality, service quality dan price perception to customer loyalty through customer satisfaction as intervening variable. This research was conducted on Boga Canteen Muhammadiyah University of Yogyakarta with 185 samples with purposive sampling technique of non random sampling with Structural Equation Modeling method that was processed using AMOS 23.0 program. The results of this study indicate that product quality has a significant positive effect on customer satisfaction, service quality and price perception has no effect on customer satisfaction, costumer satisfaction has a significant positive effect on customer, product quality and service quality affect indirect loyalty, through customer satisfaction as intervening variable and price perception has no affect indirect loyalty, through customer satisfaction as intervening variable.