iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i02.057The Role of Satisfaction Mediates the Effect of Product Quality, Price Perception, And Service Quality to LoyaltyEndangTjahjaningsihSriIsnowatiAlyaTakwarinaCahyaniFitriUtamiFaculty of Economics and Business, Stikubank University Semarang, IndonesiaMagister Management of Diponegoro University, Semarang, IndonesiaThe purpose of this study was to analyze the effect of product quality, price perception and service quality on loyalty with satisfaction as a mediating variable on Fractal batik customers. in the city of Semarang, Indonesia. The research sample was 205 respondents with purposive sampling technique using research questionnaires. The results of the study prove that there is a positive and significant effect of product quality, price perception, and service quality on satisfaction. Furthermore, product quality, price perception, service quality and satisfaction affect customer loyalty. Satisfaction acts as a variable that mediates the effect of product quality, price perception, and service quality on loyalty.