This study aims to analyze service quality and institutional image of customer satisfaction and implications for customer loyalty (case study: Yadika 12 Depok Junior High School). The research data uses primary and secondary data. Secondary data was obtained from various sources such as journals, books and other related publications, as well as through school administration staff and also the vice principal of the academic field. Primary data was collected using a questionnaire distributed to respondents, namely parents and students Yadika 12 Depok Junior High School. The sampling method used in this study is quota sampling with 122 respondents. The analyst method uses path analysis using SPSS version 22. The results shown that service quality and institutional image have a positive and significant effect on customer satisfaction. Furthermore, service quality does not affect customer loyalty, while institutional image through customer satisfaction has a positive and significant effect on customer loyalty. And customer satisfaction has a positive and significant effect on customer loyalty. School management effort that can be done is to improve and develop sustainably, and maintain the quality and image of a good institution.