The research is aimed to explain the influence of direct and not direct Atmosphere on the Customers Loyalty and the influence of the Atmosphere on the Customer Satisfaction as well as the satisfaction of customers as a variable intervening against Loyalty Customers in the Restaurant Kentucky Fried Chicken (KFC) Area Jakarta.. Samples were taken using the Nonprobability sampling method and purposive sampling with the first 127 samples. The population in this study is the customers of KFC Indonesia in the Jakarta area who have made purchases more than 2 ( two ) times. The data used in this study consisted of primary data (the results of questionnaire processing ) and secondary data ( related literature ). The type of research that is used is Kenis quantitative. The author uses Structural Equation Modeling (SEM) with AMOS device software.

Keywords : Atmosphere, Customer Satisfaction, Customer Loyalty