<![CDATA[Purpose – This study examines the effects of customer experience and brand trust on the loyalty of university students who use XL prepaid services in Bandung, Indonesia. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 respondents. Following the detailed methodology chapter, the sample was obtained through non-probability sampling and calculated with the Slovin formula. The 22-item questionnaire used a five-point Likert scale. Validity, reliability, descriptive statistics, classical assumptions, multiple regression, correlation, determination, t-tests, and an F-test were processed in SPSS 30. Findings – Customer experience, brand trust, and customer loyalty were classified as good. Customer experience had a significant positive effect, and brand trust had a significant positive effect. The joint model was significant and explained 19.9% of loyalty variance. Novelty – The study integrates experiential and trust-based explanations of loyalty in the prepaid telecommunications context and shows that brand trust has the stronger standardized contribution. Significance – The findings help telecommunications managers prioritize transaction security, reliable service experiences, flexible packages, and stronger brand pride among young prepaid users.]]>
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