This study aims to determine and analyze how much influence the service marketing mix has on the loyalty of customers who buy PT. Pegadaian (Persero) Malalayang Branch Office. The model used in this research is the method of observation, interviews, questionnaires, and literature study using a Likert scale and the method of determining the sample used is accidental sampling of 350 samples. The analytical method used is the method of multiple linear regression (multi linear regression). The results showed that the quality of service consisting of Product (X1), Price (X2), Promotion (X3), Place (X4), and People (X5), Process (X6), Physical Evidence (X7) together have positive influence. Where the regression equation is Y=15,931+0,085X1 0,023X2+0,074X3+0,055X4+0,625X5+0,281X6+0,164X7+e. In addition, with the F test, it is seen that the service marketing mix has a significant influence on customer loyalty with a significance level of 0.000 or 0% as well as the t test of each variable has a significant effect with a value of 0.000 or 0%. Based on the results of the research above, it can be seen that simultaneously all variables have a significant influence while partially there are price variables that do not have a significant influence on customer decision making using the Fast Secured Credit product.