<![CDATA[This study aims to analyze the influence of Digital Service Quality and Customer Experience on Customer Loyalty through Customer Satisfaction at PT Mitra Proteksi Madani. This study employed a quantitative approach using an explanatory research design. The population consisted of all customers of PT Mitra Proteksi Madani, totaling 1,877 customers. The sample size was determined using the Slovin formula, resulting in 100 respondents selected through the simple random sampling method. Data were collected using questionnaires. Data analysis was conducted using the Partial Least Squares (PLS) method through outer model and inner model assessments, followed by hypothesis testing using the T-Statistic for direct effects and Indirect Effect analysis for indirect effects. The results indicate that Digital Service Quality has an effect on Customer Satisfaction, Customer Experience has an effect on Customer Satisfaction, Digital Service Quality does not have a direct effect on Customer Loyalty, Customer Experience has an effect on Customer Loyalty, and Customer Satisfaction has an effect on Customer Loyalty. Furthermore, Digital Service Quality has an effect on Customer Loyalty through Customer Satisfaction, while Customer Experience has an effect on Customer Loyalty through Customer Satisfaction. These findings indicate that Customer Satisfaction plays an important role in strengthening customer loyalty at PT Mitra Proteksi Madani.]]>
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