The purpose of this study was to analyze the effect of product quality, perceived
price, and cunsomer trust on customer loyalty through customer satisfaction. The
questionnaire is used as a data collection tool. Purposive sampling method is
used to got 80 samples with several predetermined criteria. Data analysis using
Structural Equation Modeling (SEM) approach to Partial Least Square. The
results of the study revealed through product quality, perceived price, cunsomer
trust had a positive significant effect on customer satisfaction and product quality,
customer satisfaction had a positive significant effect on customer loyalty. While
perceived price, cunsomer trust have no effect on customer loyalty and product
quality, perceived price, cunsomer trust have no effect significant on customer
loyalty through customer satisfaction.