<![CDATA[The increasing competition among non-formal educational institutions requires tutoring organizations to implement effective strategies to maintain customer loyalty. Customer loyalty plays a crucial role in ensuring organizational sustainability, as loyal customers are more likely to continue using the services and recommend them to prospective customers. This study aims to analyze the influence of customer orientation, service quality, and customer engagement on customer loyalty at Vektor Tutoring Institution in Batu City. This research employed a quantitative approach using a survey method. The population consisted of active students at Vektor Tutoring Institution in Batu City, and the sample was selected using a purposive sampling technique. Data were collected through a Likert-scale questionnaire that had met the validity and reliability requirements. The data were analyzed using multiple linear regression with the assistance of the Statistical Package for the Social Sciences (SPSS). The results indicate that customer orientation, service quality, and customer engagement each have a positive effect on customer loyalty. Furthermore, these three variables simultaneously have a significant influence on customer loyalty. The findings suggest that enhancing the understanding of customers' needs, providing high-quality services, and strengthening customer engagement are essential factors in building and maintaining customer loyalty at Vektor Tutoring Institution in Batu City. The results of this study are expected to serve as a reference for tutoring institution managers in formulating effective strategies to improve customer loyalty in a sustainable manner.]]>
