This study aims to analyze the effect of Brand Image and Product Quality toward Customer Loyalty through Customer Satisfaction on Batik Sadewa Sragen. In this study the sample obtained as many as 186 respondents selected by using purposive sampling method with data collection techniques using questionnaires. The analysis tool used is Structural Equations Modelling using AMOS 24.0 application. Based on the analysis that has been done: (1) Brand Image has positive and significant effect toward to Customer Satisfaction, (2) Product Quality has positive and significant effect toward to Customer Satisfaction, (3) Product Quality has positive and significant effect toward to Customer Loyalty, (4) Brand Image has positive and significant effect toward to Customer Loyalty, (5) Product Quality has positive and significant effect toward to Customer Satisfaction, (6) Customer Satisfaction is unable to mediate between Brand Image toward Customer Loyalty, (7) Customer Satisfaction is unable to mediate between Product Quality toward Customer Loyalty.