<![CDATA[This study aims to analyze the effect of customer experience on customer loyalty by considering the mediating role of customer satisfaction. The research was conducted on customers of Mie Gacoan Banjar Branch. This study employed a quantitative approach with an explanatory research design. The sample consisted of 100 respondents selected using purposive sampling, with criteria including customers who were at least 17 years old, had visited Mie Gacoan Banjar Branch directly, had made purchases at least twice, and were willing to complete the research questionnaire. The data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that customer experience has a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. In addition, customer experience has a positive and significant direct effect on customer loyalty. The mediation test further indicates that customer satisfaction significantly mediates the effect of customer experience on customer loyalty. These findings suggest that positive customer experiences can strengthen customer loyalty both directly and indirectly through customer satisfaction. Therefore, Mie Gacoan Banjar Branch needs to continuously improve customer experience by maintaining product quality, service responsiveness, restaurant comfort, and overall consumption experience in order to increase customer satisfaction and build stronger customer loyalty.]]>
