PENGARUH PENGALAMAN TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN (Studi pada Perilaku Konsumen Bus Malam Dalam Menggunakan PO Sinar Jaya)

This study aims to (1) examine and analyze the effect of customer experience on customer loyalty, (2) customer experience on customer satisfaction, (3) customer satisfaction on customer loyalty, and (4) customer experience on loyalty through customer satisfaction as a mediating variable among users of PO Sinar Jaya night bus services. The study used a quantitative approach with data collection techniques through questionnaires to 105 respondents, then analyzed using path analysis techniques to test four hypotheses. The results showed that all hypotheses were accepted, namely that customer experience had a positive and significant effect on loyalty, both directly and through customer satisfaction. In addition, customer satisfaction was also found to have a significant effect on customer loyalty, thus acting as a mediating variable in the relationship between experience and loyalty. These findings confirm that in the increasingly competitive public transportation business, companies need to prioritize service excellence by providing positive experiences that can increase satisfaction and build long-term loyalty.