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The development of department stores or known as malls is growing up significantly from years to years and making the tight competition in retail world in Indonesia. The entire malls attempt to win the customers loyalty by using the appropriate marketing strategy for the targeted consumers. This effort will be balanced with the good perception towards the brand image that the mall has. Mall X is the research object. This research is conducted to measure the influence of customer satisfaction, brand experience, and brand image toward the customer loyalty of Mall X, which is the brand image is treated as the intervening variable. The data collection starts with the questionnaires that spreaded among 240 respondents and being analyzed with Structural Equation Model (SEM) technique. The result shows from the five hypothesizes which had been tested, three of those hypothesizes showing the positive relationship. Key Words: Customer Satisfaction, Brand Experience, Brand Image, Customer Loyalty Abstrak: Pengembangan pusat perbelanjaan atau dikenal dengan mal yang tumbuh secara signifikan dari tahun ke tahun, dan membuat persaingan yang ketat di dunia ritel di Indonesia. Seluruh mal mencoba untuk memenangkan loyalitas pelanggan dengan menggunakan strategi pemasaran yang tepat untuk konsumen yang ditargetkan. Upaya ini akan seimbang dengan persepsi yang baik terhadap pencitraan yang dimiliki mal tersebut. Objek dalam penelitian ini adalah Mal X. Penelitian ini dilakukan untuk mengukur pengaruh dari kepuasan pelanggan, pengalaman terhadap merek, dan citra merek terhadap loyalitas pelanggan mal X, dimana citra merek menjadi variabel antara. Pengumpulan data didapatkan dari kuesioner yang disebarkan kepada 240 responden dan dianalisis dengan teknik Structural Equation Model (SEM). Hasil penelitian ini menunjukkan dari lima hipotesisi yang telah diuji, tiga diantaranya menunujukkan hubungan positif. Kata Kunci: Kepuasan Pelanggan, Pengalaman terhadap Merek, Citra Merek, dan Loyalitas Pelanggan

HUBUNGAN CUSTOMER SATISFACTION DAN BRAND EXPERIENCE DENGAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY: STUDI KASUS PENGELOLAAN MAL