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Customer loyalty is a key factor that can help companies achieve long-term success. The purpose of this study was to analyze the direct and indirect effect of price, brand image, and product quality Samsung Smartphone to customer loyalty, through satisfaction as an mediated variable. Data were obtained from questionnaires to 145 respondent using purposive sampling technique. Hypotheses are tested using Structural Equation Modeling (SEM). The results showed that the price and brand image have not significant effect on customers satisfaction and loyalty, product quality has significant influence customer satisfaction and loyalty, customer satisfaction has significant effect on customer loyalty. In addition, customer satisfaction is not able to be mediating variables that influence the effect of price and brand image to customer loyalty, but customer satisfaction mediates the effect of product quality to customer loyalty. The mediation effect of customer satisfaction is fully mediated.