The purpose of this study was to determine the effect of Brand Image, product variations and service quality on customer loyalty, members and non-members of Aromaku Perfume shop and to determine the effectiveness of giving member cards. The type of data used in this research is quantitative data, namely data obtained from Aromaku Perfume shop customers directly. In this study, data collection in a study is to collect relevant, accurate, and reliable data or information. Data collection techniques used by researchers are observation and questionnaires. Brand Image variable (X1) has a positive and significant effect on customer loyalty, especially non-members and does not have a positive effect on non-member customers. The product variation variable (X2) has no effect on member and non-member customer loyalty. service quality variable (X3) has a positive and significant effect on member and non-member customer loyalty. The brand Image variable has no effect on member customers. So the Aromaku Perfume shop still has to try to improve its reputation, so that customers know and trust it better. Variable product variation does not have a positive effect on member and non-member customers. So that the Aromaku Perfume shop still has to try to add and increase the number of product variations, so that customers are satisfied with the products sold and so that customers grow and become loyal.