<![CDATA[Abstract This study aims to analyze the effects of destination image, consumer experience, and perceived value on loyalty in Lake Toba, with satisfaction as a mediating variable. Using a quantitative approach, data were collected via a 5-point Likert scale questionnaire from 145 respondents selected through purposive sampling. Data analysis was performed using Partial Least Square Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. The results show that all hypotheses are accepted at a 5% significance level (P<0,000). Destination image, consumer experience, and perceived value have positive and significant effects on both satisfaction and loyalty (β=0.287 to β=0,410). Furthermore, satisfaction partially mediates the relationship between the three independent variables and loyalty (β=0,103 to β=0,145). These findings confirm the vital role of enhancing destination image, consumer experience, and perceived value in building long-term satisfaction and loyalty. Practically, this study provides insights for destination managers to design strategies that improve service quality and competitiveness in Lake Toba.]]>
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