PENGARUH KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DENGAN PENGALAMAN PELANGGAN SEBAGAI MEDIASI (Studi pada Taman Wisata Desa Jabung, Kabupaten Magetan)

This study aims to analyze the effect of service quality on customer loyalty with customer experience as a mediating variable at the Jabung Village Tourism Park( TWD Jabung), Magetan Regency. This study was motivated by several visitor reviews that indicated a mismatch between tourist expectations and the services provided, thus potentially affecting of customer loyalty. This study used a quantitative approach with a survey method by distributing questionnaires to TWD Jabung visitors. The sampling technique used accidental sampling. Information analysis was carried out using the Partial Least Square–Structural Equation Modeling( PLS- SEM) method with the help of SmartPLS. The results showed that service quality had a positive and significant effect on customer loyalty and customer experience. Customer experience was also proven to have a positive and significant effect on customer loyalty. In addition, customer experience was able to positively mediate the relationship between service quality and customer loyalty. These findings indicate that improving service quality accompanied by the creation of memorable tourism experiences can increase visitor loyalty to TWD Jabung.