<![CDATA[This study aims to examine the influence of Marketing Mix and E-Service Quality on Customer Loyalty, with Customer Satisfaction serving as a mediating variable in the context of Open Trip Agenda Tahunan. The study was conducted based on the importance of maintaining customer loyalty in the increasingly competitive travel service industry. Customer loyalty is influenced by several factors, including the implementation of an effective marketing mix, the quality of electronic services provided, and the level of customer satisfaction gained after using the services. This research employed a quantitative approach using a survey method. The sampling technique applied was purposive sampling. A total of 140 questionnaires were collected, of which 140 met the research criteria and were subsequently analyzed. The data were processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS 5 software. The analytical procedures included the evaluation of the outer model, inner model, hypothesis testing, and mediation analysis. The findings reveal that the Marketing Mix has a positive and significant effect on both Customer Satisfaction and Customer Loyalty. In addition, Customer Satisfaction significantly influences Customer Loyalty. Conversely, E-Service Quality does not have a significant effect on either Customer Satisfaction or Customer Loyalty. The mediation analysis further indicates that Customer Satisfaction mediates the relationship between the Marketing Mix and Customer Loyalty, whereas it does not mediate the relationship between E-Service Quality and Customer Loyalty.]]>
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