This research determining the impact of Customer Relationship Management and Company Reputation on Customer Loyalty through the mediating role of Customer Satisfaction on iPhone. The researcher therefore states the research objectives, as follows: to examine the effect of Customer Relationship Management on Customer Satisfaction of iPhone users, to examine the effect of Company Reputation on Customer Satisfaction of iPhone users, to examine the effect of Customer Satisfaction on Customer Loyalty of iPhone users, to examine the effect of Customer Relationship Management on Customer Loyalty of iPhone users, to examine the effect of Company Reputation on Customer Loyalty of iPhone users. The methods used is quantitative methods using SmartPLS. Therefore, this research will require a minimum sample of 160. Based on the discussion and analysis, the conclusions of this research are: Customer Relationship Management has a significant effect on Customer Satisfaction, Company reputation has a significant effect on Customer Satisfaction, Customer Satisfaction has a significant effect on Customer Loyalty, Customer Relationship Management doesn’t have a significant effect on Customer Loyalty, Company Reputation has a significant effect on Customer Loyalty.