Health as a basic necessity of life, the ownership of health insurance is very important and very influential in ensuring a safe and secure life. The National Health Insurance as part of the National Social Security System aims to meet the basic health needs of the Indonesian people. This study aims to analyze the role of satisfaction in mediating the influence of emotional branding and corporate image on customer loyalty. Independent participants of JKN-KIS BPJS Health Malang Branch as the sampling in this study. The sampling technique used purposive sampling with a sample of 130 respondents. Data analysis in this study used Structural Equation Modeling-Partial Least Square (SEM-PLS). The results of the study concluded that emotional branding affects loyalty and satisfaction; the corporate image has an effect on loyalty and satisfaction; satisfaction affects loyalty; satisfaction mediates the effect of emotional branding and corporate image on loyalty. Satisfaction acts as a partial mediating variable.