<![CDATA[Competition in the educational services sector in Indonesia is intensifying along with the growing number of formal and non-formal educational institutions. This situation requires educational institutions to focus not only on service quality but also on building long-term relationships with customers. Customer engagement is a crucial concept in service marketing because it reflects the cognitive, emotional, and behavioral involvement of customers. This study aims to analyze the influence of customer engagement on customer loyalty in the context of educational services marketing. The study used a quantitative approach using a survey method of educational service customers. Data were collected through a structured questionnaire and analyzed using simple linear regression. The results show that customer engagement has a positive and significant effect on customer loyalty in educational services. The higher the level of customer engagement, the higher the loyalty to the educational institution. This finding underscores the importance of relationship-based marketing strategies in supporting the sustainability of educational institutions.]]>
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