This is research purpose to analyze the effect of marketing mix (product, price, place, promotion, employee, physical proof and process) towards customers satisfaction, the influence of company images toward customers satisfaction, the effect of marketing mix toward customers loyalty, the effect of company images toward customer loyalty, the effect of satisfaction toward customers loyalty, the effect of marketing mix toward customers loyalty thorough satisfaction, and the effect of marketing mix toward customers loyalty through customers satisfaction at PT. Asuransi Jiwasraya in Makassar. For achieving those purposes, this research uses questionnaires and collecting documents with using analysis method of descriptive statistic, SEM analysis. The population numbers of registered customers are 1.537 customers while this research uses 230 customers as samples. This research found that marketing mix have positive impacts and not significance to customers satisfaction, company images have positive impacts and significance to customers satisfaction, marketing mix have positive impacts and significance to loyalty, company images have negative impacts and not significance to customers loyalty, customers satisfaction have positive impacts and significance to customers loyalty, marketing mix have positive impacts and significance to customers loyalty thorough customers satisfaction and company image have positive impacts and significance to customers loyalty thorough customers satisfaction

Keywords : Marketing mix, company images, customers satisfaction and customers loyalty.