The Influence of Website Quality and Digital Trust on Brand Loyalty through User Satisfaction as a Mediator

The Influence of Website Quality and Digital Trust on Brand Loyalty through User Satisfaction as a Mediator. This study targets online consumers interacting with branded websites. It aims to explain how website quality and digital trust shape brand loyalty via user satisfaction as a mediator. A cross-sectional survey of 332 respondents was analyzed using structural equation modeling with bootstrapping and mediation testing. Results show that website quality and digital trust raise user satisfaction, and user satisfaction strongly enhances brand loyalty. The indirect effects from website quality and digital trust to brand loyalty through user satisfaction are significant, while the direct effects remain small yet positive, indicating partial mediation. The evidence underscores the importance of technical reliability, clear information architecture, easy navigation, and transparent privacy practices to elevate satisfaction and loyalty. Managerial implications advise prioritizing improvements on the weakest dimensions within the brand’s context.