Penelitian ini dilakukan untuk mengetahui pengaruh harga dan kepuasan konsumen terhadap loyalitas. Penelitian ini dilakukan di sebuah fasilitas kesehatan tingkat pertama swasta di Kota Bandung. Metode penelitian sensus digunakan dengan responden kuesioner adalah seluruh pasien yang datang berobat di bulan November 2020 yang berjumlah 105 orang. Data dianalisis dengan partial least square-structural equation modelling (PLS-SEM) dan diolah dengan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Begitu pula, harga berpengaruh positif dan signifikan terhadap loyalitas. Kemudian, kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas./ The aim of this study is to analyze the effect of price and customer satisfaction on customer loyalty. The study was done at private primary health care facility in Bandung. Method of study is census. The respondents are all the patients that seek medical care in November 2020 which is 105 people. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the data by using SmartPLS 3.0 program. The result of the study is price has a significant positive impact towards customer satifaction. Price also has a significant positive impact towards loyalty. Lastly, customer satisfaction has a significant positive impact towards loyalty. Keywords : Price, Customer Satisfation, Customer Loyalty