<![CDATA[The advancement of digital communication technology encourages organizations to build relationships with the public through service applications like Grab. In this context, customer experience is a crucial factor as it reflects the consumer's experience while using the app-encompassing ease of use, service quality, convenience, security, and information clarity. A positive experience can enhance user satisfaction, trust, and loyalty, despite existing challenges such as system disruptions and suboptimal complaint handling. This study aims to analyze the relationship between customer experience and user loyalty regarding the Grab application at Sawit Lestari Group Jakarta. The research employs a quantitative approach using a correlational method. The sample consists of 82 respondents selected via total sampling. Data were collected using Likert-scale questionnaires and analyzed through descriptive statistics, normality testing, and the Pearson Product Moment test using IBM SPSS Statistics. The analysis results reveal a correlation coefficient of 0.543 with a significance value of 0.000 (p < 0.05), indicating a positive and significant relationship between customer experience and user loyalty. The mean scores for customer experience and user loyalty were 3.55 and 3.66, respectively; both fall into the high category. The findings demonstrate that a positive communication experience is associated with increased user loyalty-manifested in usage, recommendations, and the preference for Grab as a primary choice.]]>
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