<![CDATA[Museums are one of the educational tourist destinations that play an important role in preserving the history and culture of a nation. The Balai Kirti Presidential Museum, as one of the historical museums in Indonesia, presents various information and collections related to the leadership journey of the presidents of the Republic of Indonesia. The success of the museum in attracting and retaining visitors does not only depend on the collections displayed, but is also influenced by the facilities available and the quality of service provided. Adequate facilities and quality services are expected to increase the level of visitor satisfaction, which will ultimately have an impact on their loyalty to the museum. This study aims to determine the effect of facilities and service quality on the level of visitor satisfaction and loyalty at the Balai Kirti Presidential Museum. The method used is a quantitative approach and sample determination using the lemeshow formula, obtaining one hundred (100) samples. The distribution of questionnaires was carried out online in the form of Google Form. Data were analyzed using SmartPLS SEM. The results of the study showed that facilities and service quality have a significant influence on visitor satisfaction and visitor loyalty. Visitor satisfaction also has a significant influence on visitor loyalty. Of the two variables, the results of the analysis showed that facilities have a greater influence on visitor loyalty than service quality. These findings provide insight for museum managers in improving the visitor experience by paying more attention to the facility aspect in order to increase their satisfaction and loyalty]]>
