Every company will do its best to compete with its competitors. There is also intense competition in the telecommunications sector in Indonesia. In 1989, the telecommunications sector was still monopolized by the government, but since 2000 based on government policies it has opened wide for the emergence of new players in the telecommunications sector. This marks the beginning of a competitive environment in the telecommunications sector. In line with globalization, the role of telecommunications is very important, society needs a faster exchange of information. In addition, developments in the information sector are now so fast and rapid, both in terms of content and the technology used to convey information. Therefore, the presence of GraPARI Telkomsel is very influential in the development of the telecommunications industry, especially in Surabaya. This study aims to analyze the effect of kinesics, proxemics, paralanguange and physical appearance variables on customer loyalty through emotional response and customer satisfaction of Telkomsel GraPARI customers in Surabaya. The sample used in this study is based on data from 105 male and female respondents, living in Surabaya, with an age limit of 18-60 years. The questionnaire was given to GraPARI Telkomsel visitors in Surabaya for the past 1 year. For processing and analyzing data in this study using SPSS 22.0. Furthermore, to tabulate the results of the respondents' research, as well as to test the research model is to use the Structural Equation Model (SEM) data analysis technique.