Penelitian ini bertujuan untuk untuk mengetahui pengaruh perceived quality terhadap customer satisfaction,untuk mengetahui pengaruh perceived value of cost terhadap customer satisfaction,untuk mengetahui pengaruh brand identification terhadap customer satisfaction,untuk mengetahui pengaruh trust terhadap customer satisfaction,untuk mengetahui pengaruh lifestyle congruence terhadap customer satisfaction,untuk mengetahui pengaruh customer satisfaction terhadap brand loyalty,untuk mengetahui pengaruh perceived quality terhadap brand loyalty melalui customer satisfaction sebagai mediasi, untuk mengetahui pengaruh perceived value of cost terhadap brand loyalty melalui customer satisfaction sebagai mediasi,untuk mengetahui pengaruh brand identification terhadap brand loyalty melalui customer satisfaction sebagai mediasi,untuk mengetahui pengaruh trust terhadap brand loyalty melalui customer satisfaction sebagai mediasi,untuk mengetahui pengaruh lifestyle congruence terhadap brand loyalty melalui customer satisfaction sebagai mediasi.Penelitian ini menggunakan metode kuantitatif peneliti memanfaatkan jenis penelitian kuantitatif. Penelitian ini menggunakan metode survei untuk mengumpulkan data dari responden. Populasi pada penelitian ini adalah konsumen dari JNT Express. Analisis data yang dipergunakan oleh penelitian ini yaitu menggunakan structural equation model (SEM) partical least square (PLS) dengan menggunakan Smart PLS 4.0. Kesimpulan dari penelitian ini adalah Perceived quality berpengaruh positif terhadap Customer satisfaction, Perceived value of cost berpengaruh positif terhadap Customer satisfaction, Brand identification berpengaruh positif terhadap Customer satisfaction, Trust tidak berpengaruh positif terhadap Customer satisfaction, Lifestyle congruence tidak berpengaruh positif terhadap Customer satisfaction, Customer satisfaction berpengaruh positif terhadap Brand loyalty, Perceived quality berpengaruh positif terhadap Brand loyalty melalui Customer satisfaction sebagai mediasi, Perceived value of cost berpengaruh positif terhadap Brand loyalty melalui Customer satisfaction sebagai mediasi, Brand identification berpengaruh positif terhadap Brand loyalty melalui Customer satisfaction sebagai mediasi, Trust tidak berpengaruh positif terhadap Brand loyalty melalui Customer satisfaction sebagai mediasi dan Lifestyle congruence tidak berpengaruh positif terhadap Brand loyalty melalui Customer satisfaction sebagai mediasi. / This research aims to determine the influence of perceived quality on customer satisfaction, to determine the influence of perceived value of cost on customer satisfaction, to determine the influence of brand identification on customer satisfaction, to determine the influence of trust on customer satisfaction, to determine the influence of lifestyle congruence on customer satisfaction, To find out the effect of Customer satisfaction on Brand loyalty, To find out the effect of Perceived quality on Brand loyalty through Customer satisfaction as mediation, To find out the effect of Perceived value of cost on Brand loyalty through Customer satisfaction as mediation, To find out the effect of Brand identification on Brand loyalty through Customer satisfaction as mediation, to determine the influence of Trust on Brand loyalty through Customer satisfaction as mediation, To determine the influence of Lifestyle congruence on Brand loyalty through Customer satisfaction as mediation. This research uses quantitative methods, researchers utilize quantitative research. This research uses a survey method to collect data from respondents. The population in this study were consumers of JNT Express. The data analysis used in this research uses structural equation modeling (SEM) partial least squares (PLS) using Smart PLS 4.0. The conclusion of this study is that Perceived quality has a positive effect on Customer satisfaction, Perceived value of cost has a positive effect on Customer satisfaction, Brand identification has a positive effect on Customer satisfaction, Trust does not have a positive effect on Customer satisfaction, Lifestyle congruence does not have a positive effect on Customer satisfaction, Customer satisfaction has a positive effect on Brand loyalty, Perceived quality has a positive effect on Brand loyalty through Customer satisfaction as a mediator, Perceived value of cost has a positive effect on Brand loyalty through Customer satisfaction as a mediator, Brand identification has a positive effect on Brand loyalty through Customer satisfaction as a mediator, Trust does not have a positive effect on Brand loyalty through Customer satisfaction as a mediator and Lifestyle congruence does not have a positive effect on Brand loyalty through Customer satisfaction as a mediator.