The purpose of this study is to analyze the effect of quality services, brand image towards loyalty through satisfaction variables as mediation. In this research, Universitas Muhammadiyah Yogyakarta as an Object and students of faculty of economics and business studying at least three semester without leaving as an Subject. The sample is 150 respondents spread across the Faculty of Economics and Business. The analytical tool used is SEM (Stuctural Equation Modeling) which is operated through the AMOS program. As a result that Quality services influence the students satisfaction of Universitas Muhammadiyah Yogyakarta, Institutional brand image influences the students satisfaction. Quality services influence students loyalty to Universitas Muhammadiyah Yogyakarta, the brand images influence Students loyalty of Universitas Muhammadiyah Yogyakarta, Students satisfaction affect the students loyalty of Universitas Muhammadiyah Yogyakarta, There is positive relationship between Students Satisfaction Mediating Service Quality to Student Loyalty of Universitas Muhammadiyah Yogyakarta, There is positive relationship between Students Satisfaction Mediating Institutional Brand Image of Universitas Muhammadiyah Yogyakarta Students Loyalty.