The objective of this study is to examine, elucidate, and evaluate the impact of customer value on customer satisfaction, as well as the impact of customer value and customer satisfaction on brand image. This study aims to examine the impact of customer value on brand image by means of customer satisfaction in café eateries in Malang. The study sample consisted of 130 participants who were clients of Cafe Resto in Malang City and were selected as responders for the investigation. The process of gathering research data through the utilization of questionnaires. The analysis methodology employs the Structural Equation Model (SEM) with the utilization of PLS (Partial et al.,) software. The findings of the study indicate that there is a positive correlation between customer value and customer happiness in café restaurants located in the city of Malang. The brand image of cafe restaurants in the city of Malang is positively influenced by customer value and customer happiness. The brand image of café restaurants in Malang is influenced by customer value, which is mediated by customer satisfaction. The enhancement of brand image for cafe restaurants in Malang City is contingent upon the provision of good customer value and the attainment of high levels of customer satisfaction. Consequently, this will result in an increased consumer interest in patronizing these establishments.