The research purpose is to analyze the influence of service quality, price and customer satisfaction toward customer loyalty Circle K in Yogyakarta, meanwhile the subjects are the customers whom knowing and already bought in Circle K Yogyakarta. The sampling method is purposive sampling. The data analysis is using multiple linier regression. Before analysing data, the first step is to test the instrument quality by the validity and reliability test. The research’s result showed service quality has a positive and significant influence towards customer satisfaction. Price has a positive and significant influence towards customer satisfaction. Service quality has a positive and significant influence towards customer loyalty. Price has a positive and significant influence towards customer loyalty. Customer satisfaction has a positive and significant influence towards customer loyalty. Service quality has a positive and significant influence toward customer loyalty through customer satisfaction. Price has a positive and significant influence toward customer loyalty through customer satisfaction. Thus, customer satisfaction plays role as a mediating variable.