Mulyanto, Kukuh
This study intent to search several variables’ effect which is probably able to rise loyalty and firm performance. The study used several customer of WAN HAI Ltd in Midle of Java as sample. Data analyze instrument used by the writer is AMOS 4.Data analyze result shows that the research model has well appropriateness andall hypothesis of the study are able to be evidenced. Summary said that satisfaction,reputation, price, are positively effected to loyalty, and loyalty are positively effected tofirms performance.Result of research proves that satisfaction, reputation, and price has positive influence and significant to loyalty. Loyalty has positive influence and signifaicant to firm performance. Managerial implication given to the company is suggestion or input to management to concern the price factors, as it is the most dominant factor effected to loyalty. The research’s limitation is that it is case study so that the result is not able to be generalized