The aim of this research is to examine the effect of shopping mall experience on loyalty of mall visitors. In this research, there are four shopping mall experience tested, social recreation experience, social scene experience, functional experience, and seductive experience. This research also aims to show the effect of mediation between the four shopping mall experience of mall loyalty through mall equity. Sampling method uses non-probability and convenience sampling approach. The study was conducted in two shopping malls in Jakarta, Central Park and Plaza Semanggi, to analyze the comparison of the result for both shopping malls. Respondents in this study amounted to 118 respondents from Central Park and 111 respondents from Plaza Semanggi. Respondent were collected by questionnaire and processed using PLS-SEM method, using SmartPLS software. From the results of data processing empirically, it was found that in Central Park, two of the four shopping malls experience studied have a significant positive effect on mall loyalty, the social recreation experience and social scene experience. While in Plaza Semanggi, three shopping mall experiences have a significant positive effect on mall loyalty, namely social recreation experience, social scene experience, and seductive experience. In this research found that in Central Park, mall equity has a mediation effect on social recreation experience relationship with mall loyalty and also seductive experience with mall loyalty While at Plaza Semanggi found that mall equity has no mediation effect on social recreation experience relationship with mall loyalty and seductive experience with mall loyalty. / Penelitian ini bertujuan untuk menguji pengaruh shopping mall experience terhadap loyalitas pengunjung mall. Dalam penelitian ini, terdapat empat shopping mall experience yang diuji, yaitu social recreation experience, social scene experience, functional experience, dan seductive experience. Dalam penelitian ini juga bertujuan untuk menunjukkan efek mediasi antara keempat shopping mall experience terhadap mall loyalty, yaitu melalui variabel mall equity. Metode pengambilan sampel menggunakan non-probabilitas dan pendekatan convenience sampling. Penelitian dilakukan pada dua shopping mall di Jakarta, yaitu Central Park dan Plaza Semanggi dengan tujuan untuk menganalisis perbandingan hasil keduanya. Responden dalam penelitian ini berjumlah 118 responden dari pengunjung Central Park dan 111 responden dari pengunjung Plaza Semanggi. Data responden dikumpulkan dengan metode penyebaran kuesioner dan diolah menggunakan PLS-SEM, dengan menggunakan software SmartPLS. Dari hasil pengolahan data secara empiris, ditemukan bahwa pada Central Park, dua dari empat shopping mall experience yang diteliti berpengaruh positif signifikan terhadap mall loyalty, yaitu social recreation experience dan social scene experience. Sedangkan pada Plaza Semanggi, tiga shopping mall experience mempunyai pengaruh positif signifikan terhadap mall loyalty, yaitu social recreation experience, social scene experience, dan seductive experience. Dalam penelitian ini ditemukan bahwa pada Central Park, mall equity memiliki efek mediasi terhadap hubungan social recreation experience dengan mall loyalty dan hubungan seductive experience terhadap mall loyalty. Sedangkan pada Plaza Semanggi ditemukan bahwa mall equity tidak memiliki efek mediasi terhadap hubungan social recreation experience dengan mall loyalty maupun seductive experience terhadap mall loyalty.