Penelitian ini bertujuan untuk menganalisis pengaruh Utilitarian Value, Reliability, Responsiveness, Tangibles, Empathy, Hedonic Value terhadap Shoppers Satisfaction dalam membentuk Behavioral Intention pengunjung Pakuwon Mall Surabaya. Melalui pendekatan kuantitatif, data di sebarkan melalui kuesioner online kepada 130 responden, yang merupakan pengunjung Pakuwon Mall Surabaya. Teknis analisis data ini menggunakan metode Regresi Linear yang diolah dengan software SPSS versi 22.0. Hasil penelitian ini menunjukan bahwa hanya Responsiveness dan Assurance yang memiliki pengaruh signifikan terhadap Shoppers Satisfaction dan pada akhirnya berpengaruh terhadap Behavioral Intention, sedangkan Utilitarian Value, Reliability, Tangibles, Empathy, Hedonic Value, Shoppers Satisfaction tidak signifikan. Penelitian ini memberikan implikasi bagi strategi pemasaran dan manajerial, yang mengindikasi bahwa pemahaman lebih lanjut terhadap faktor-faktor ini dapat membantu Pakuwon Mall Surabaya dalam memperkuat niat perilaku pengunjung di pusat perbelanjaan / This research aims to analyse the influence of Utilitarian Value, Reliability, Responsiveness, Tangibles, Empathy, and Hedonic Value on Shoppers Satisfaction in forming Behavioural Intention of Pakuwon Mall Surabaya visitors. Through a quantitative approach, the data was disseminated through an online questionnaire to 130 respondents, who were visitors to Pakuwon Mall Surabaya. This data analysis technique uses the Structural Equation Modelling (SEM) method which is processed with SPSS software version 22.0. The results of this study show that only Responsiveness and Assurance have a significant influence on Shoppers Satisfaction and ultimately have an effect on Behavioural Intention, while Utilitarian Value, Reliability, Tangibles, Empathy, Hedonic Value, Shoppers Satisfaction are not significant. This research provides implications for marketing and managerial strategies, which indicates that a further understanding of these factors can help Pakuwon Mall Surabaya in strengthening the intention of visitor behaviour in shopping centres