<p><em>This study aims to determine how the Effect of Service Quality and Value Perception on Customer Loyalty through Customer Satisfaction as an intervening variable both partially and simultaneously. The method used in this research is descriptive and causality using quantitative methods</em><em> </em><em>involving 100 respondents who are customers of Chicken William </em><em>restaurant in South Bandung, Indonesia. We conducted the research </em><em>by taking a sample through non-probability sampling techniques with the type of purposive sampling, namely sampling by determining specific characteristics that are in</em><em> </em><em>accordance with the research objectives so hopefully it can answer the research problem. The analysis technique used in this study is Path Analysis using IBM SPSS Statistics 22. The results of the analysis show that Service Quality (X1) and Value Perception (X2) variables have a partial effect on Customer Satisfaction (Y), then Customer Satisfaction (Y) variables influence partial to Customer Loyalty (Z). Then simultaneously there is the influence of Service Quality (X1) and Value Perception</em><em> </em><em>(X2) significantly influence Customer Satisfaction (Y). Then the intervening variable there is the influence of Service Quality (X1) and Value Perception (X2) directly affect Customer Satisfaction (Y) and this variable also influences Customer Loyalty</em><em> </em><em>(Z) indirectly through the Customer Satisfaction variable. Descriptively each variable has a percentage of 77.2% (X1), 76.8% (X2), 78.3% (Y), and 74.6% (Z). Quantitatively, the independent variable, namely service quality and customer value</em><em> </em><em>perception, has an effect of 52.3% on customer loyalty through intervening variables of customer satisfaction, and the remaining 47.7% is the influence of other factors</em><em> </em><em>not examined in this study. Based on the results of the study, companies should consider improving service quality through perceived customer value in order to increase customer satisfaction and customer loyalty</em>.<strong></strong></p><p><strong> </strong></p><p><strong>Keywords: </strong><em>Service Quality</em><em>, </em><em>Value Perception</em><em>, Customer Satisfaction, Customer Loyalty</em></p>