<![CDATA[This study aims to develop a hybrid Structural Equation Modeling–Partial Least Squares (SEM-PLS) and Artificial Neural Network (ANN) approach to analyze student loyalty in Learning Management Systems (LMS) at ISB Atma Luhur. Data were collected from 200 students at ISB Atma Luhur, representing a single-institution sample, and analyzed using SEM-PLS to examine causal relationships and ANN (Multilayer Perceptron) implemented in SPSS to support predictive analysis. The model includes e-service quality, user experience, information quality, and system quality as predictors of satisfaction and loyalty. The SEM-PLS results show that E-Service Quality (β = 0.350), System Quality (β = 0.170), and User Experience (β = 0.292) significantly affect Satisfaction, whereas Information Quality is not statistically significant (p = 0.054). Satisfaction positively influences Loyalty (β = 0.360), and User Experience has the strongest direct effect on Loyalty (β = 0.484). The model explains a substantial proportion of variance (R² = 0.717 and 0.631) with positive Q² values (0.460 and 0.379). Across ten independent runs, the ANN model achieved an average accuracy of 84.88% (SD = 2.82) and an average AUC of 0.949 (SD = 0.003), indicating stable predictive performance, indicating promising predictive performance under the current testing configuration. The findings provide context-specific explanatory and predictive insights into student loyalty in LMS, however, they should be interpreted with caution due to discriminant-validity limitations and the single-institution setting of the study.]]>
