<![CDATA[Customer loyalty has become a strategic factor for sustaining competitiveness in the Hajj and Umrah travel industry, where service quality and customer experience play an essential role in influencing customers’ perceptions and future behavioral intentions. This study aims to analyze the effect of customer experience on customer loyalty, with customer satisfaction serving as a mediating variable, at PT Muhsinin Tour & Travel. A quantitative explanatory research design was employed using purposive sampling, resulting in 107 respondents who had previously used the company's Umrah travel services. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that customer experience has a positive and significant effect on customer satisfaction, while customer satisfaction significantly influences customer loyalty. However, customer experience does not have a significant direct effect on customer loyalty. Furthermore, customer satisfaction fully mediates the relationship between customer experience and customer loyalty, indicating that customer experience enhances loyalty primarily by increasing customer satisfaction. These findings highlight the strategic importance of customer satisfaction in transforming positive service experiences into long-term customer loyalty. Therefore, PT Muhsinin Tour & Travel should prioritize delivering high-quality service experiences that consistently improve customer satisfaction to strengthen customer loyalty and maintain its competitive advantage in the Hajj and Umrah travel industry.]]>
