This research aimed at finding how much the influence of price fairness, customer satisfaction, loyalty and price acceptance, towards intention to online transaction. The sample collecting method conducted in this research was nonprobability sampling, and the nonprobability sampling used was purposive sampling. The respondents in the study were 110users/consumers PT.KAI in Yogyakarta. This research also used Structural Equation Modelling (SEM) conducted throught AMOS 21.0 program as the analysis tool. The result of the research showed that price fairness had positive and significant influence towards the customer satisfaction, customer satisfaction had positive and significant influence towards loyalty, price fairness had positive and significant influence towards intention to loyalty, customer satisfaction had positive and not significant influence towards price acceptance, and loyalty had positive and significant influence towards price acceptance