This research aims to analyze the influence of utilitarian value and hedonist values against the behavior intention on the fitness center industry in Yogyakarta. On the subject of the research is the consumer of fitness center middle class that has exercises for more than 1 months. In this study the sample numbered 150 respondents were selected using a purposive sampling method. The data type used is primary data. The technique used is the data collection method survey with questionnaire assisted. Analysis tools used using IBM SPSS softwar with SEM Amos. Based on ther result of the research that has been done the result obtained that the hedonist value have significant influence towards consumer satisfaction and consumer satisfaction have significant influence towards behavior intention. While utilitarian value doesn’t have significant influence towards consumer satisfaction, hedonist value doesn’t have significant influence towards behavior intention, and utilitarian value doesn’t have significant influence towards behavior intention. the value has no effect hedonik significantly to the utilitarian value of the behavior and intentions do not affect significantly to the intention of the behavior.