This research aims to analyze the influence of Brand Image and Product Quality on Customer Satisfaction, Customer Satisfaction on Customer Loyalty, Brand Image and Product Quality to Customer Loyalty and indirect relationship between Brand Image and Product Quality to Customer Loyalty mediated by Customer Satisfaction. The subject in this research is Asiang Coffee Shop customers in Pontianak City who had visited more than twice on one week. The sample in this research sample of 150 respondents determined by purposive sampling technique. Analysis tool used in this research is the Structural Equation Modeling (SEM). Based on the analysis, it is found that Brand Image and Product Quality have positive and significant effect to Customer Satisfaction, Customer Satisfaction has positive and significant influence to Customer Loyalty, Brand Image and Product Quality have positive and significant impact to Customer Loyalty, and indirect effects between Brand Image and Quality Products have a positive and significant impact on Customer Loyalty mediated by Customer Satisfaction.