Perceived Experience, Value, and Customer Loyalty: The Mediating Role of Satisfaction in Citilink's YIA-PKU Route

This study analyzes how perceived experience and perceived value influence customer loyalty, mediated by customer satisfaction, among Citilink airline passengers. A quantitative approach was utilized, including distributing online questionnaires to 250 respondents via Google Forms. A non-probability purposive sampling method was employed, and data were analyzed using Structural Equation Modeling (SEM) with the AMOS software. The results indicate that perceived experience positively affects customer satisfaction, perceived value affects customer satisfaction, perceived experience positively affects customer loyalty, and perceived value affects customer loyalty. Furthermore, customer satisfaction mediates the positive effects of perceived experience and value on customer loyalty. This research can assist Citilink's management sector practitioners make policies concerning customer satisfaction. Another practical benefit is its contribution to policy-makers building customer loyalty, specifically in the airline transportation sector.