This research aimed to find and analyze the influence of atmospheric to customer loyalty through joy on Trans Studio Bandung visitors. This research used SEM with LISREL 8.7. The sampling technique used was convenience sampling. This study used a survey through the questionnaire. Number of sample was 120 respondents. The result of this research showed that one of three atmospheric variables influenced joy that was design, two other variables, that were ambience and interaction were not influence joy and joy influ-enced the customer loyalty.