In the increasingly fierce competition, many companies conduct activities to preserve and maintain relationships with customers, one of them is to provide a loyalty program such as membership card. Membership card is a loyalty program that provides benefits to its owner in order to motivate customers to strengthen their purchase towards a product. Not only the service, but the product quality is also considered by the customer. If the relationship and product quality good, then the customer will be satisfied and create loyalty. Therefore, this research aims to determine the effect of membership card and product quality towards customer satisfactioan and its implications to customer loyalty, and to know which is more dominant factor that affecting customer satisfaction and its implications to customer loyalty. This research uses a survey method by distributing online questionnaires to 100 respondents who are the follower of Chatime that have membership card and have bought the product at least once. The analysis used in this research is path analysis. The result in this research is the effect of membership card and product quality towards customer satisfaction and its implication to customer loyalty is about 49,4 percent and the dominant effect is product quality.
Keywords : Membership Card, Product Quality, Customer Satisfaction, Customer Loyalty