To maintain its presence in society, malls need to maintain and increase the loyalty of their customers. Nowadays, customers prefer malls that have high value and give more satisfaction to them. Based on preliminary surveys, it shows that people who are satisfied with mall is not necessarily loyal to the mall. This study effort to find the relation of the mall’s environment and value to the customer’s value, satisfaction, and loyalty using Structural Equation Modeling-Partial Least Square (SEM-PLS). The results show that the most significant positive effect on customer’s loyalty is mall’s value. Recommendations are given to mall developers relating to the mall’s value variable, namely "wow factor" for the mall brand and use of technological advancements to facilitate transactions between customers and outlets, and ease for customers to get promotional information.