This research is aimed to tes the effects of Tangibles, Reliability, Responsiveness, Assurance, Emphaty towards nasabah' satisfaction, location, loyalty.This research uses prime dataquestionnaire and involves 42 nasabah of Bank Panin Yogyakarta as sample respondents dan using (validity, reliability, t, F, R square and pathways) as data analysis methods.t test results : tangibles, reliability, responsiveness, satisfaction and location have a significant positive effect toward loyalty. Assurance

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... nd emphaty have a significant negative effect toward loyalty. F test results : tangibles, reliability, responsiveness, assurance, emphaty, satisfaction and location simultaneously affect significantly loyalty. R square test results 0,998, means loyalty variabels and described by tangibles, reliability, responsiveness, assurance, emphaty variabels with satisfaction and location as an interval variabels 99,8% and the rest 0,20% discribed by other external factors. Pathway analysis results : direct effect of application tangibles, reliability, and responsiveness to loyalty is more effective. Direct effect of tangibles to llyalty is the most dominant effect.Keywords : tangibles, reliability, responsiveness, assurance, emphaty, satisfaction, location, loyalty