Education in Indonesia is a whole education held in Indonesia. In structured education in Indonesia is the responsibility of the Ministry of National Education of the Republic of Indonesia (MONE), formerly the Ministry of Education and Culture of the Republic of Indonesia (Department of Education). In Indonesia, all residents must follow the program compulsory education for nine years, six years in elementary school / madrasah and three years in junior secondary schools / madrasah tsanawiyah. One of the educational institutions that demonstrate the phenomenon of higher education in Indonesia through 2012 is St. Joseph College SMAK Malang. This study aimed to determine the effect of image analysis of institutions and institutional customer experience to loyalty SMAK college students Santo Yusup Malang The sample used in this study are all students of class XII SMAK St. Joseph College Malang some 411 respondents. For processing and analyzing the data in this study is by using SPSS 16.0 software as software for data processing. These findings indicate that the image of the institution has a major influence on student loyalty. Based on these findings also point out that customer experience significant positive influence on student loyalty. The image of the institution and the customer experience significant positive influence on student loyalty