<![CDATA[This study aims to analyze the influence of customer experience, service quality, and price discounts on the loyalty of Indomaret consumers in Meureubo District, West Aceh Regency. The study employs a quantitative approach with a survey design. A sample of 100 consumers was selected using the accidental sampling technique, with the sample size determined by Cochran's formula for populations of unknown size. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach via SmartPLS software version 4.1.1.2. Outer model test results indicate that all indicators meet the criteria for convergent validity, discriminant validity, and reliability. Inner model test results show an R-square value of 0.667 for consumer loyalty and a good model fit (SRMR = 0.079). Hypothesis testing results reveal that customer experience (β = 0.360; t = 3.853; p = 0.000), service quality (β = 0.250; t = 2.139; p = 0.033), and price discounts (β = 0.305; t = 3.417; p = 0.001) each have a positive and significant effect on consumer loyalty, with customer experience exerting the greatest influence. These findings reinforce the application of Expectation-Confirmation Theory in the modern retail context and offer practical implications for Indomaret in strengthening its customer relationship strategies.]]>
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