Company always offer the best services in order to retain consumers and grow the intention to repurchase. The best services salon and spa are key factor in satisfying consumers and growing intention to repurchase in the future. It influenced by consumer satisfaction, service quality, and consumer value. If expectation of consumers are accepted, consumers will tend to positive word of mouth and repurchase. Respondents are consumers Rumah Sehat Cantik Muslimah (RCSM) Salon and Spa Yogyakarta. The number of samples in this study were 200 respondents with convinience sampling techniques. This research analysis techniques using Structural Equation Modelling (SEM) with 8.80 lisrel program.  The results of this study indicate that 1) Positive disconfirmation is positively significant to Consumer Satisfaction, Service Quality and Consumer Value. 2) Consumer Satisfaction, Service Quality, and Consumer Value are positively significant to Word Of Mouth. However, only two variables: Consumer Satisfaction and Quality of Service only has positive effects on Repurchase Limitations of this study include the existence subjective process, due to the positive disconfirmation, consumer satisfaction, service quality and consumer value are construction that is perceived by the individual. Given the study was not conducted on a particular category, the results of this research are general and do not necessarily represent consumers RCSM Yogyakarta. Besides this research is only did once by one individual, so there is the possibility of consumers answered based on the evaluation of their final use RCSM service is not based on their perception overall. 
Keywords: Positive Disconfirmation, Consumer Satisfaction, Service Quality, Consumer Value, Positive Word Of Mouth, Repurchase, RCSM Yogyakarta, Structural Equation Model, SEM