This study aims to analyze the influence between service quality on customer satisfaction, price perception on customer satisfaction, service quality on cutomer loyality, price perception on customer loyality, customer satisfaction on customer loyality, service quality on customer loyality mediated by customer satisfaction and price perception on customer loyality mediated by customer satisfaction. This research was conducted on Sumber Selamat customer in Yogyakarta with 172 samples with purposive sampling technique using Structural Equation Modeling method that was processed using AMOS 21 program Based on the analysis that has been done, it is obtained that: (1) service quality has a positive and significant effect on customer satisfaction, (2) price perception has a positive and significant effect on customer satisfaction, (3)service quality has a positive and significant on cutomer loyality, (4)price perception has a positive and significant on customer loyality, (5)customer satisfaction has a positive and significant on customer loyality, (6)service quality has a positive and significant on customer loyality mediated by customer satisfaction, and (7)price perception has a positive and significant on customer loyality mediated by customer satisfaction.