<![CDATA[The rapid growth of e-commerce platforms has increased competition among digital businesses, requiring effective strategies to maintain customer loyalty. This study aims to examine the effects of customer experience personalization and privacy concern on customer loyalty through the mediating role of perceived value among e-commerce users. This research employed a quantitative approach with an explanatory research design. Data were collected through a Likert-scale questionnaire distributed to active e-commerce users with previous online transaction experiences. The collected data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) to evaluate the measurement model, structural relationships, and mediation effects. The findings indicate that customer experience personalization enhances perceived value by providing more relevant and convenient digital shopping experiences. In contrast, privacy concern influences consumer evaluations of personalized services due to perceived risks associated with personal data usage. Furthermore, perceived value plays an important mediating role in strengthening customer loyalty by connecting personalized experiences and privacy considerations with consumer behavioral intentions. This study highlights the importance of balancing personalization strategies with transparent and secure data management practices to build sustainable customer relationships in competitive e-commerce environments.]]>
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