This study analyzes about the effect of service quality, customer satisfaction, and customer value towards customer loyalty through customer relationship management represented by Pepper Lunch Supermall Karawaci Pepper Lunch is a global brand from the Japan-based, wholly owned subsidiary of Suntory F&B International Group. Therefore, there must be several factors that positively influence customer loyalty of Pepper Lunch in Supermall Karawaci, Tangerang. This study examines factors that contribute to customer loyalty over Pepper Lunch. This study case will be used quantitative research method by distributing electronic questionnaires to 151 students of Universitas PelitaHarapan who ever use, or visit Pepper Lunch at Supermall Karawaci more than one times as respondents. Quantitative methods include the validity and reliability test, the inferential statistics that include outer and inner model, the coefficient determination (R²), the hypothesis testing. The result of the research were analyzed using smartPLS program. From the data analysis process, the result of factors that positively influence customer loyalty on Pepper Lunch are taken.