This study aims to analyze the effect of brand image, perceived quality of products on customer satisfaction and customer loyalty of Eiger Adventure products in Yogyakarta. The object of this study uses Eiger Adventure in Yogyakarta. Samples were selected using purposive sampling method with a sample number of 200. This study used SEM analysis tools with AMOS 22. The results of this study indicate that brand image and product quality are positive and significant towards customer satisfaction, brand image and positive and significant product perceived quality towards consumer loyalty and positive and significant customer satisfaction towards consumer loyalty