<![CDATA[Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan customer perceived value terhadap customer loyalty mahasiswa/i Universitas Tarumanagara pengguna gym, dengan customer satisfaction sebagai variabel mediasi. Metode survei kuantitatif digunakan dengan kuesioner terstruktur yang disebarkan kepada 265 responden. Data yang terkumpul dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS), yang memungkinkan identifikasi hubungan langsung maupun tidak langsung antara customer experience, customer perceived value, customer satisfaction, dan customer loyalty. Hasil penelitian menunjukkan bahwa customer experience dan customer perceived value secara signifikan memengaruhi customer loyalty, baik secara langsung maupun melalui customer satisfaction. Dalam hal ini, pengalaman yang menyenangkan, fasilitas yang berkualitas, serta nilai yang dirasakan sesuai dengan biaya yang dikeluarkan menjadi faktor utama dalam membangun customer loyalty. Penelitian ini memberikan kontribusi akademis dengan memperkaya literatur tentang perilaku pelanggan pada fasilitas kebugaran, terutama terkait hubungan antara customer experience, customer perceived value, customer satisfaction, dan customer loyalty. Fokus penelitian pada mahasiswa Universitas Tarumanagara memberikan wawasan penting bagi pengelola gym dalam memahami kebutuhan dan harapan pengguna dengan karakteristik unik, seperti gaya hidup yang dinamis dan keterbatasan anggaran. Rekomendasi strategis yang diberikan mencakup peningkatan customer experience melalui inovasi layanan, penyediaan fasilitas berkualitas, serta menciptakan nilai tambah yang relevan dengan kebutuhan mahasiswa Universitas Tarumanagara. This study aims to analyze the effect of customer experience and customer perceived value on customer loyalty among students of Universitas Tarumanagara who use gym facilities, with customer satisfaction as a mediating variable. A quantitative survey method was used, employing a structured questionnaire distributed to 265 respondents. The collected data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS), which allowed for the identification of both direct and indirect relationships between customer experience, customer perceived value, customer satisfaction, and customer loyalty. The results indicate that both customer experience and customer perceived value significantly affect customer loyalty, both directly and through the mediation of customer satisfaction. In this context, providing an enjoyable experience, quality facilities, and perceived value that aligns with the costs incurred are key factors in building customer loyalty. This study contributes to the academic literature by enriching the understanding of customer behavior in fitness facilities, particularly concerning the relationships between customer experience, customer perceived value, customer satisfaction, and customer loyalty. The focus on Universitas Tarumanagara students provides valuable insights for gym managers in understanding the needs and expectations of this user group, characterized by dynamic lifestyles and budget constraints. Strategic recommendations include enhancing customer experience through service innovation, providing high-quality facilities, and creating value that aligns with the needs of Universitas Tarumanagara students.]]>
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