This study aims to determine and explain the effect of service quality, advertising, and price preception on customer value and its implications for customer loyalty to users of Jabodetabek Commuter train transportation services. The data collection method was carried out by distributing questionnaires to 120 respondents who were users of the Jabodetabek Commuter Train using the probability sampling method. Processing data to analyze in this study using the PLS analysis method, SmartPLS. The results showed that: (1) Service quality has a positive and significant effect on customer value (2) Advertising has a positive and significant effect on customer value (3) Price preception has a positive and significant effect on customer value (4) Customer value has a positive and significant effect on customer value. customer loyalty (5) Customer value can mediate the effect of service quality on customer loyalty positively and significantly (6) Customer loyalty can mediate the effect of advertising on customer loyalty (7) Customer value can mediate the effect of price preception on customer loyalty

Keywords : Customer Loyalty, Customer Value