This study aims to: 1) analyze the effect of service quality and on parental satisfaction 2) analyze the effect of school image on parental satisfaction 3) analyze the effect of service quality and school image on parental satisfaction 4) analyze the effect of service quality on customer loyalty, 5) analyze the effect of school image on parental loyalty, 6) analyze the effect of service quality and school image on parental loyalty, 7) analyze the effect of parental satisfaction on parental loyalty, 8) analyze the effect of service quality on parental loyalty through parental satisfaction, 9) analyzed the effect of school image on parental loyalty through parental satisfaction. The research was conducted at the Elementary School Semut-semut The Natural School with a research sample of 85 parents of the Elementary School Semut-semut The Natural School. The sampling technique used is simple random sampling technique. The data analysis method used descriptive analysis and path analysis. The results showed that: 1) there is an effect of service quality and on parental satisfaction 2) there is an influence of school image on parental satisfaction 3) there is an influence of service quality and school image on parental satisfaction 4) there is an influence of service quality on customer loyalty, 5) there is an effect of school image on parental loyalty, 6) there is an influence of service quality and school image on parental loyalty, 7) there is an influence of parental satisfaction on parental loyalty, 8) service quality affects parental loyalty through parental satisfaction, 9) school image has no effect on parental loyalty through parental satisfaction.