The purpose of this study was to determine the effect of brand image variables, relatioship marketing and product quality on customer satisfaction and loyalty. This type of research is descriptive research. This study used a sample of 200 respondents. The analytical method used is path analysis with SPSS 20. The results of data analysis show that brand image and relationship marketing have a significant influence on customer satisfaction and loyalty, while for product quality has no influence both of customer satisfaction and loyalty. The results of the joint test of brand image, relationship marketing and product quality variables simultaneously have a significant effect on satisfaction and loyalty. Customer satisfaction has an influence with customer loyalty.