The purpose of this study was to determine the effect of Relationship Marketing, Store Atmosphere and Product Diversity on Customer Loyalty with Customer Satisfaction as an Intervening Variable Funded by Toserba HR Cilongok Banyumas. The questionnaire was used as a data collection tool. The sample of this study were customer Toserba HR Cilongok Banyumas. The method used was purposive sampling with 90 samples with various specified criteria. Data analysis using Structural Equation Modeling with Partial Least Square approach. The results showed that Relationship Marketing has a significant negative effect on customer satisfaction, and has no significant on customer loyalty. Store Atmosphere has a significant positive effect on customer satisfaction and customer loyalty. Produk Diversity has no significant on customer satisfaction, however has a significant positive effect on customer loyalty. Satisfaction has no significant on customer loyalty, and satisfaction cannot mediate the relationship between Relationship Marketing, Store Atmosphere and Diversity Product on loyalty.