This study aims to analyze the influence between service quality variables on customer satisfaction, price perception of customer satisfaction, service quality on customer loyalty, price perception of customer loyalty, customer satisfaction on customer loyalty, customer quality towards customer loyalty mediated by customer satisfaction, and price perception of customer loyalty mediated by customer satisfaction. This research was conducted of Gojek customer in Yogyakarta with a total of 150 responden with a non-random sampling purposive sampling technique using the Structural Equation Modeling method which was processed using AMOS 21 program. The results of this study indicate that perception service quality has a positive and significant effect on customer satisfaction, price perception has a positive and significant effect on customer satisfaction, perception service quality has a positive and significant effect on customer loyalty, price perception has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty, perception service quality has a positive and significant effect on customer loyalty mediated by customer satisfaction, and price perception has a positive and significant effect on customer loyalty mediated by customer satisfaction.