This research aims to analuze the effect of customer relationship management (CRM) and customer experience on repurchase intention through customer satisfaction as intervening variable in Antavaya Bali. This research uses quantitative research methods with survey approach. Research data was collected through distributing qestionnaries to customers of Antavaya Bali through social media with total of 100 respondents. The data analysis was carried out using smartPLS SEM v4.0 to test the relationship between independent, dependent, and intervening variable. The result showed CRM has significant effect on repurchase intention directly, while CRM hasn’t significant effect on customer satisfaction to reach repurchase intention. Customer experience hasn’t significant effect on repurchase intention directly, while customer experience has significant effect on customer satisfaction to reach repurchase intention. Customer satisfaction has significant effect on repurchase intention. This research shows improvement of CRM and customer experience can trigger the increase in customer satisfaction which affect the increase of repurchase intention. Therefore, Antavaya Bali advised to provide employee training on effective communication and responsiveness to customer needs, establish feedback system to gather customer input, and making membership system, also do a survey for customer’s experiences after travel with Antavaya Bali, so they know their customers are satisfied or not.

Keywords – Customer Relationship Management, Customer Experience, Customer Satisfaction, Repurchase Intention, Quantitative Method, Antavaya Bali

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