Recently, Indonesia telecommunication industry has gradually increased since the government issued the
law regarding the change of economic system become oligopoly competition. This has an impact on a price
war among telecommunication service providers, which one of them is cellular operators industry. This
research focuses its intention to support conceptually the relationship among user experience, satisfaction,
and loyalty. Research sample was 400 Indonesian users of GSM-based cellular operator with the instrument
of 58 questionnaire items and collected using self-administered online survey. The model was tested using
Smart PLS for variance-based structural equation modeling with the method of partial least square. The
results showed that loyalty was positively influenced by satisfaction and user experience. Furthermore,
satisfaction was found mediate the relationship between user experience and loyalty. It has the implication
when users’ had a good experience towards their cellular operator hence they will feel satisfied and attain
to be loyal. In addition, this research model was fit to the context since in the criteria of high in goodness
of fit, predictive blindfolding, and coefficient of determination.