<![CDATA[Abstract: This study aims to determine the effect of customer experience on customer loyalty at PT. KAI Divre I North Sumatra. This study uses a quantitative approach with a simple linear regression method. The research sample consisted of 209 customers who had used the services of PT. KAI Divre I North Sumatra at least twice, with the sampling technique using the accidental sampling method. The results of the analysis indicate that there is a significant influence between customer experience and customer loyalty. Based on the hypothesis test using simple linear regression, a significance value of p<0.001 (p<0.05) wasa obtained, so the hypothesis in this study was accepted. The regression equation is known as Y=12.051+0.627X, which means that every 1 point increase in the customer experience variable will increase customer loyalty by 0.627. the coefficient of determination (R2) value of 0.753 indicates that customer experience contributes 75.3% to customer loyalty, while 24.7% is influenced by other factors outside the study. The results of the descriptive analysis show that the empirical average of customer loyalty (65.21) is higher than the hypothetical average (47.5), while the empirical average of customer experience (84.72) is also higher than the hypothetical average (62.5). this indicates that customer loyalty is in the medium category, while customer experience is in the high category. Based on these results, it can be concluded that customer experience is a crucial factor in increasing customer loyalty at PT. KAI Divre I North Sumatra. Keywords: Customer Experience, Customer Loyalty, PT. KAI. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh customer experience terhadap loyalitas pelanggan pada PT. KAI Divre I Sumatera Utara. Penelitian ini menggunakan pendekatan kuantitatif dengan metode regresi linear sederhana. Sampel penelitian berjumlah 209 pelanggan yang telah menggunakan layanan PT. KAI Divre I Sumatera Utara minimal dua kali, dengan teknik pengambilan sampel menggunakan metode accidental sampling. Hasil analisis menunjukkan bahwa terdapat pengaruh signifikan antara customer experience terhadap loyalitas pelanggan. Berdasarkan uji hipotesis menggunakan regresi linear sederhana, diperoleh nilai signifikansi p < 0,001 (p < 0,05), sehingga hipotesis dalam penelitian ini diterima. Diketahui persamaan regresi Y = 12,051+0,627X, yang berarti setiap kenaikan 1 poin pada variabel customer experience akan meningkatkan loyalitas pelanggan sebesar 0,627. Nilai koefisien determinasi (R²) sebesar 0,753 menunjukkan bahwa customer experience memberikan kontribusi sebesar 75,3% terhadap loyalitas pelanggan, sedangkan 24,7% dipengaruhi oleh faktor lain di luar penelitian. Hasil analisis deskriptif menunjukkan bahwa rata-rata empiris loyalitas pelanggan (65,21) lebih tinggi dibandingkan rata-rata hipotetik (47,5), sedangkan rata-rata empiris customer experience (84,72) juga lebih tinggi dibandingkan rata rata hipotetik (62,5). Hal ini menunjukkan bahwa loyalitas pelanggan berada pada kategori sedang, sementara customer experience berada pada kategori tinggi. Berdasarkan hasil tersebut, dapat disimpulkan bahwa customer experience merupakan faktor penting dalam meningkatkan loyalitas pelanggan pada PT. KAI Divre I Sumatera Utara. Kata Kunci: Customer Experience, Loyalitas Pelanggan, PT. KAI]]>
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