This study aims to study the effect of customer experience, brand trust,
customer value, customer relationship management on customer loyalty. The subject
of this study was the Larissa Center for Beauty Clinic Aesthetics. The population in
this study were students at Purwokerto University. The sample selection in this study
was conducted by purposive sampling. Based on the criteria, 110 respondents were
sampled. The research methods used in this study are instrumental test, classic
assumption test, multiple regression analysis, model fit test, and hypothesis
test.simultaneous analysis results show that customer experience, brand trust,
customer value, significant customer relationship management hane a positive and
significant effect on customer loyalty, wirh a variability of 67,2%. Furthermore, the
results of the partial analysis show that customer experience, brand trust, customer
value, customer relationship management have a positive and significant effect on
customer loyalty,