<![CDATA[This study aims to analyze the influence of price perception and service quality on consumer loyalty with consumer satisfaction as an intervening variable in the Demak iPhone Rental Service. The research is motivated by the decline in the number of rentals in 2025 which is thought to be influenced by price perception, service quality, and consumer satisfaction. The research method used is quantitative with a purposive sampling technique to 96 respondents who have used the Demak iPhone Rental service. Data collection was carried out by distributing questionnaires with a Likert scale, then analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of the SmartPLS 4 application. The results of the study indicate that price perception and service quality have a positive and significant effect on consumer satisfaction and consumer loyalty. Consumer satisfaction also has a positive and significant effect on consumer loyalty and is able to mediate the influence of price perception and service quality on consumer loyalty. These findings indicate that setting prices in accordance with the benefits and good service quality can increase satisfaction and thus encourage consumer loyalty. The results of the study are expected to be a consideration for the management of the Demak iPhone Rental Service in improving service quality, determining the right pricing strategy, and maintaining consumer loyalty.]]>
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