This study aims to prove the effect of service quality, price and customer satisfaction on customer loyalty. The selection of the sample in this study was carried out by purposive sampling. Based on the criteria, 120 respondents were sampled. The data analysis technique used in the research uses SPSS. The results of this study indicate that: 1) service quality price and customer satisfaction simultaneously have a significant positive effect on customer loyalty, 2) service quality has no significant positive effect on customer loyalty, 3) price has a significant positive effect on customer loyalty, 4) customer satisfaction has an effect significant positive effect on customer loyalty