<![CDATA[This study aims to analyze the influence of service quality and trust on customer loyalty with satisfaction as a mediating variable in Zaizhar Tour Bandung. The study used a quantitative approach with a survey method of 176 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 4.0. The results showed that service quality had a positive and significant effect on customer loyalty (β = 0.450; t = 7.190; p < 0.001) and customer satisfaction (β = 0.373; t = 5.426; p < 0.001). Trust also had a positive and significant effect on loyalty (β = 0.494; t = 8.216; p < 0.001) and satisfaction (β = 0.557; t = 8.455; p < 0.001). Satisfaction had a significant effect on loyalty (β = 0.607; t = 11.156; p < 0.001) and mediated the influence of service quality and trust on loyalty. These findings underscore the importance of improving service, trust, and satisfaction to sustainably strengthen customer loyalty. The findings also provide strategic implications for managers in retaining customers and improving the company's competitiveness.]]>
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