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This study aims to determine the effect of service differentiation and customer value on customer satisfaction and customer loyalty of freight forwarding services at PT. Atlantic Container Line. Independent variable service differentiation and customer value that influence the analysis of the dependent variable are customer satisfaction and customer loyalty of PT. Atlantic Container Line. The population is large and unknown, so the sampling in this study using MoE of 96.4 respondents rounded 97 with the analysis method used is Partial Least Square (PLS). The results of this study indicate that Service Differentiation has no significant effect on Customer Satisfaction, Customer Value has a significant effect on Customer Satisfaction, Service Differentiation has a significant effect on Customer Loyalty, Customer Value has a significant effect on Customer Loyalty and Customer Satisfaction has a significant effect on Customer Loyalty. And the indirect effect between service differentiation variables on customer loyalty through customer satisfaction has insignificant effect because it has an indirect effect, while the indirect effect between customer value variables on customer loyalty through customer satisfaction has a significant effect due to having (indirect effect).