<![CDATA[Service companies use training programs to improve human resource competence. In the wedding organizer industry, freelance crew competence plays a crucial role because crew members interact directly with clients to create a memorable experience. However, managing freelance crews still faces challenges, including adaptation issues, varied experience levels, and unstructured evaluations. This study aims to analyze the implementation of the freelance crew training program, identify operational obstacles, and explain the program’s contribution to creating a memorable experience at Abata Wedding Organizer Solo. This study uses a qualitative method with descriptive approach. The researcher gathered data through interviews, observations, and documentation with freelance crew members, leaders, and client. The data analysis used data reduction, data display, and conclusion drawing. The results show that Abata Wedding Organizer Solo conducts training through briefing materials, field practice, mentoring, and informal evaluations. This program improves freelance crew understanding of job descriptions, communication skills, coordination, and initiative. This quality service creates a memorable experience through Kim’s five theoretical dimensions: emotional, novelty, meaningfulness, involvement, and recollection. This positive experience ultimately drives customer loyalty. The training program would be even more effective if followed by regular and structured evaluations. Thus, implementing the freelance crew training program enhances service competence and supports memorable experiences at Abata Wedding Organizer Solo.]]>
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