<![CDATA[Abstrak Penelitian ini bertujuan menganalisis peran customer experience dalam membentuk keputusan penggunaan jasa kursus mengemudi pada A.M. Jaya Subang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian terdiri atas 271 pengguna jasa tahun 2025, sedangkan sampel sebanyak 73 responden ditentukan dengan rumus Slovin pada tingkat kesalahan 10% dan dipilih menggunakan simple random sampling. Data dikumpulkan melalui kuesioner skala Likert 1–5. Customer experience diukur melalui dimensi sensory, emotional, cognitive, behavioral, dan social, sedangkan keputusan penggunaan jasa diukur melalui kemantapan pilihan, kebiasaan menggunakan jasa, rekomendasi, penggunaan ulang, dan keyakinan terhadap pilihan. Analisis dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil menunjukkan seluruh konstruk memenuhi validitas dan reliabilitas. Customer experience berpengaruh positif dan signifikan terhadap keputusan penggunaan jasa dengan koefisien jalur 0,861, t-statistik 27,997, dan p-value 0,000. Nilai R-Square sebesar 0,741 menunjukkan bahwa 74,1% variasi keputusan penggunaan jasa dapat dijelaskan oleh customer experience. Temuan ini menegaskan bahwa pengalaman pelanggan pada seluruh titik interaksi layanan merupakan faktor penting dalam memperkuat keyakinan konsumen untuk memilih, menggunakan kembali, dan merekomendasikan jasa kursus mengemudi. Kata kunci : Customer Experience; Keputusan Penggunaan Jasa; Pemasaran Jasa; Kursus Mengemudi. Abstract This study examines the role of customer experience in shaping driving course service usage decisions at A.M. Jaya Subang. A quantitative survey design was employed. The population consisted of 271 service users in 2025, while a sample of 73 respondents was determined using the Slovin formula at a 10% error level and selected through simple random sampling. Data were collected using a five-point Likert-scale questionnaire. Customer experience was measured through sensory, emotional, cognitive, behavioral, and social dimensions, whereas service usage decisions were measured through choice confidence, habitual use, recommendation, reuse intention, and confidence in the selected service. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that all constructs met validity and reliability requirements. Customer experience had a positive and significant effect on service usage decisions, with a path coefficient of 0.861, a t-statistic of 27.997, and a p-value of 0.000. The R-Square value of 0.741 indicates that customer experience explains 74.1% of the variance in service usage decisions. These findings confirm that customer experience across service touchpoints is an important factor in strengthening consumers’ confidence to choose, reuse, and recommend driving course services. Keywords: Customer Experience; Service Usage Decision; Service Marketing; Driving Course. ]]>
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