Webology, Volume 19, Number 1, January, 2022 37 http://www.webology.org The Role of Customer Value and Customer Trust as a Mediator of Flexibility Influence on Customer Retention Wiji Dewobroto Universitas Brawijaya, Indonesia. Umar Nimran Universitas Brawijaya, Indonesia. Zainul Arifin Universitas Brawijaya, Indonesia. Edy Yulianto Universitas Brawijaya, Indonesia. Received June 28, 2021; Accepted November 08, 2021 ISSN: 1735-188X DOI: 10.14704/WEB/V19I1/WEB19003 Abstract Purpose: The purpose of this study is to apply SEM analysis to WarpPLS analysis and translate Customer Value and Customer Trust as Mediation, especially for PT. Nusa Prima Logistics. Design / Method: This study was divided into 3: exploratory research, descriptive research, and explanatory research. The quantitative approach of this study uses a survey method by taking samples from the population. This is a latent variable that is measured using a survey tool in the form of a survey. The survey was conducted by distributing questionnaires to the respondents. This research was conducted at PT. Nusa Prima Logistics Terminal Teluk Lamong by taking primary data, in the form of assessments or perceptions from respondents, so a survey was conducted by submitting a questionnaire directly to PT. Nusa Prima Logistics Terminal Teluk Lamong as 194 respondents. Quantitative data analysis was performed using Structural Equation Modeling (SEM) to answer the research hypothesis. Finding: Flexibility is very influential in increasing Customer Retention so to develop Customer Retention, it is necessary to increase Flexibility, Customer Value and Customer Trust Originality: The novelty in this research lies not yet obtained about the role and position of Customer Value and Customer Trust as mediation that affect Customer Retention. Keywords Flexibility, Customer Value, Customer Trust, Customer Retention.