The research type utilized in this research was quantitative; it was to analyze price perception and brand image toward customers’ satisfaction and loyalty. The subject was customers of Yakult product in Purwokerto Selatan experienced transaction to buy the product at least twice. It selected 100 respondents. The technique of data collection was purposive sampling, while data analysis techniques employed were validity and reliability tests, classical assumption test, multiple regression analysis, and hypothesis test.
The analysis result showed that price perception partially affected the customers satisfaction with value of tcount > ttable (6.658>1.98498). Brand image partially did not affect the customers’ satisfaction with value of tcount < ttable (1.318<1.98498), price perception partially did not affect customers’ satisfaction with value tcount < ttable (1.011<1.98525). Brand image partially affected customers’ satisfaction with value tcount > ttable (2.631>1.98525). The customers’ satisfaction partially affected customers’ satisfaction with value tcount > ttable (2.831>1.98525). Simultaneously, price perception and brand image affected customers’ satisfaction with value Fcount > Ftable (40,459>3.09) Simultaneously, price perception, brand image and customers’ satisfaction affected customers’ loyalty with value Fcount > Ftable (16.971>2,70).