: The present research sought to analyze the effect of a service quality, product quality, image, price on the customer value and the direct effect of the service quality, the product quality, the image, the price on the customer loyalty as well as the effect of the customer value on the customer loyalty of the telecommunication service by PT. Telkomsel in Pekanbaru. The data were collected using a questionnaire distributed to 150 respondents selected with a purposive sampling technique. The main analysis of the data was with a Structural Equation Modeling technique.The results show that the service quality had a positive and significant effect on the customer value, whereas the product quality, image and price only had a positive but insignificant effect on the customer value. In addition, the service quality, the product quality, the image and the price had a positive but insignificant on the customer loyalty. The customer value, on the other hand, had positive and significant effect on the customer loyalty.For further research, it is called to use more in-depth research objects such as the service companies of the same characteristics in order to support and strengthen the present results of the research.