This study is to examine the simutanous and individual impact of service quality, membership value and brand image to the member’s satisfaction. The sampling was done by purposive sampling to obtain the proper data needed. The creterion ot the sample is a pearson who has been a member of the cooperative for more than one year and he or she lives in Salatiga, with the evidence of their ID card. The analysis uses multiple linear regression at the significance level (αI of 0,05.
Based on the analysis, it is revealed that the service quality and the membership value has a significant impact on the member’s satisfaction, as it is proved by its significance value 0,000 and 0,007, which are less than 0,05. Meanwhile, the barnd image has no significant impact on the member’s satisfaction, whit it significant value of 0,061. Finally, those variables simultanously have significant impact on the member’s satisfaction, whit it significant value of 0,000.