This research was triggered by the user dissatisfaction with shuttle bus, including the fares paid which did not match the expectations of shuttle bus users. There were complaints from users regarding the quality of services provided for the paid shuttle bus passengers, including long waiting times for the shuttle bus, buses unable to accommodate passengers, and long and disorderly queues. This research aimed to analyze the role of tariff, quality, and satisfaction in increasing loyalty among the users of paid shuttle bus services at Soekarno-Hatta Airport. Data analysis technique using Structural Equation Modeling was based on Smart Partial Least Square. The sampling technique used an accidental sampling technique. The sample used was 400 respondents who were Paid Shuttle Bus users at Soekarno-Hatta Airport. Furthermore, satisfaction became a connecting variable for the influence of paid shuttle bus rates and service quality on loyalty. Researchers hoped that companies would make various efforts to increase the satisfaction and loyalty of service users, including by evaluating the rates and quality of paid shuttle bus services.