This study aimed to analyze the influence of physical quality, employee behavior, self-congruence, brand identification and lifestyle-congruence to customer satisfaction and brand loyalty on the customer Starbucks in Yogyakarta. This research take a sample of 160 students from Muhammadiyah University of Yogyakarta with purposive sampling technique is Starbucks customers from the students. Data was collected by questionnaires. Data analysis was performed by descriptive and analytical Structural Equation Modeling (SEM). The result the study that: 1) The physical quality have a positive and significant impact on the customer satisfaction; 2) Employee behavior have a positive and significant impact on the customer satisfaction; 3) Ideal selfcongruence have a positive and significant impact on the customer satisfaction; 4) Brand identification have a positive and significant impact on the customer satisfaction; 5) Lifestyle congruence have apositive and significant impact on the customer satisfaction; 6) Customer satisfaction have a positive and significant impact on brand loyalty.