<![CDATA[The footwear industry in Indonesia is experiencing rapid growth, triggering intense competition among global brands. In this competitive landscape, maintaining customer loyalty requires more than just functional product benefits; thus, understanding the psychological and social drivers behind consumer retention is crucial for strategic management. This study aims to analyze the influence of experiential marketing, brand image, and social value on customer loyalty, with customer satisfaction acting as a mediating variable among Nike consumers in Indonesia. Utilizing a quantitative approach, data were collected from 120 respondents via an online questionnaire using purposive sampling and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The empirical findings reveal that experiential marketing, brand image, and social value significantly and positively influence customer satisfaction and directly affect customer loyalty. Furthermore, customer satisfaction serves as a significant mediating variable bridging all independent variables to loyalty. The structural model demonstrates moderate predictive power, accounting for 72.2% of the variance in customer loyalty. Theoretically, this study enriches consumer behavior literature by integrating social value into the footwear industry. Practically, within the scope of Industrial Engineering and Management, these insights serve as a strategic reference for product design and marketing divisions to enhance sensory experiences, sustain premium positioning, and leverage social prestige to secure long-term consumer retention.]]>
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