Pertumbuhan pusat perbelanjaan atau mal yang cukup signifikan dari tahun ke tahun menyebabkan persaingan yang ketat dalam dunia retail guna mendapatkan pelanggan. Mal-mal tersebut berusaha untuk mendapatkan pelanggan yang setia dengan usaha strategi pemasaran yang tepat bagi konsumen yang mereka targetkan. Hal ini harus didukung dengan adanya persepsi konsumen yang positif terhadap brand image mal tersebut. Brand image konsumen muncul dari customer satisfaction (kepuasan pelanggan) dalam brand experience (pengalaman merek) mereka dalam berbelanja dan menggunakan fasilitas mal tersebut sehingga dapat mengarah ke tahapan penciptaan brand image. Gajah Mada Plaza (GMP) merupakan mal yang menjadi objek dalam penelitian. Penelitian ini mengukur faktor customer satisfaction, brand experience, dan brand image terhadap customer loyalty GMP, dimana brand image mendapat perlakuan sebagai variabel intervening. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 240 responden di GMP. Data yang didapatkan dianalisis dengan menggunakan teknik Structural Equation Model (SEM) dengan program software SPSS versi 18 dan AMOS versi 18. Hasil penelitian menunjukan bahwa dari kelima hipotesis yang diuji, tiga hipotesis penelitian dinyatakan mempunyai hubungan yang positif, yaitu customer satisfaction, brand experience, dan brand image terhadap customer loyalty GMP. / 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. The brand image comes from the satisfaction when having brand experience or using the mall facilities, that will lead to the creation of brand image. Gajah Mada Plaza (GMP) is the object in this research that will be observed. This research is conducted to measure the influenced of customer satisfaction, brand experience, and brand image toward the customer loyalty of GMP, which is the brand image is treated as the intervening variable. The collecting data process was started by spreading the questionnaires among 240 respondents. Then the data is going to be analyzed with Structural Equation Model (SEM) technique by using the SPSS 18 software and AMOS 18 software. The research result is showing from the five hypothesizes which had been tested, three of those hypothesizes showing the positive relationship, include customer satisfaction, brand experience, dan brand image towards customer loyalty of GMP.