This study aims to analyse Emotional branding, customer value and brand image of customer loyalty through customer satisfaction. The subject of this research is Matahari Department Store, Purwokerto. The population in this study were students and the general public. The sample selection in this study was conducted by purposive sampling. Based on the criteria, as many as 100 respondents were sampled. The research methods used in this research are instrument test, classic assumption test, multiple regression analysis, model fit, hypothesis test and sobel test. The results showed that Emotional branding, customer value and brand image on customer satisfaction had a positive and significant effect on customer satisfaction. The results of the simultaneous analysis of Emotional branding, customer value, brand image and customer satisfaction have a positive and significant effect on customer loyalty, with variabilyty of 64%, Customer satisfaction unable to mediate independent variables on customer loyalty.