<![CDATA[This study aims to analyze the role of customer experience in mediating the influence of service quality on member loyalty in the Artha Wijuna Cooperative. The research population is 200 members with census techniques as a sampling method. Data was collected through questionnaires, interviews, and documentation, then analyzed using path analysis. The results of the study show that the dimensions of service quality, which include reliability, assurance, responsiveness, tangible appearance, and empathy, have a positive and significant effect on customer experience. Furthermore, reliability, trustworthiness, and responsiveness have a positive and significant effect on member loyalty, while physical appearance and empathy have no direct effect on member loyalty. Customer experience has been proven to have a positive and significant effect on member loyalty and is able to mediate the influence of all dimensions of service quality on member loyalty. These findings show that improving service quality that is able to create a positive customer experience is an important factor in building the loyalty of Artha Wiguna Cooperative members.]]>
Copyrights © 2026
