The development of internet services is very rapid and has an impact on human daily life; now, various online transportation and ordering services have emerged, making human activities easier both for mobilization and for meeting other daily needs; one of the service providers is Company “Xâ€. Loyalty is an important feature in business; having loyal consumers indicates potential repeat purchases of Company “Xâ€. The goal of this study is to look at the impact of utilitarian and hedonic value factors on Company “X†customer loyalty in Jakarta, using customer happiness as a moderator. This study's demographic consists of Company “X†users in Jakarta. The sample size was 150 people who completed a questionnaire using SmartPLS 4. The results showed that utilitarian value had no effect on customer loyalty but had a positive and significant effect on customer satisfaction. Hedonic value has a positive and significant influence on customer satisfaction and customer loyalty. Customer satisfaction has a significant effect on customer loyalty. Utilitarian and hedonic values have a positive and significant impact on customer loyalty through customer satisfaction.performance. Keywords : Utilitarian Value, Hedonic Value, Customer Satisfaction, Customer Loyalty
