This study aims to analyze the Effect of Service Quality Perception, Price Perception, Brand Image and Promotion on J & T Express Customer Satisfaction and Loyalty. The subjects in this study were J & T Express customers in the city of Yogyakarta who had used shipping services at J & T Exress at least twice in the last 6 months, in this study a sample of 200 respondents were selected by purposive sampling method. The analytical tool used is the Structural Equation Model (SEM). Based on the analysis that has been done the results show that Service Quality Perception has a significant effect on customer satisfaction, price perception has a significant effect on customer satisfaction, brand image has a significant effect on customer satisfaction, promotion has a significant effect on customer satisfaction, perceived service quality has a significant effect on customer loyalty, promotion has a significant effect on customer loyalty, customer satisfaction has a significant effect on customer loyalty, perceptions of service quality mediate perceptions of service quality on customer loyalty, price perception, customer satisfaction mediates price versus customer loyalty, customer satisfaction is not able to mediate brand image to customer loyalty, satisfaction customers mediate promotions for customer loyalty.