Analysis of the Influence Wakuliner.com Website Quality on Customer Trust, Experience, and Loyalty Using WebQual 4.0 Method

Wakuliner.com uses its website as a key platform for competitive advantage. Ensuring website quality is essential for building customer trust, enhancing experience, and securing loyalty. This study evaluates Wakuliner.com's website quality, focusing on Customer Loyalty through Customer Trust and Experience, using the WebQual 4.0 framework through four main indicators: Usability Quality, Information Quality, Service Interaction Quality, and Interface Quality. The research data from 201 participants were collected via Google Forms questionnaire and analyzed quantitatively with SmartPLS 4. The results show that most of the hypotheses were confirmed, three were denied, including information quality on customer trust, usability and interface quality on customer experience. Based on the suggested solution, improvements are required to increase customer loyalty. These improvements include ensuring information is true and trustworthy, improving usability for better comprehension, and revamping the interface for better aesthetics. By evaluating several aspects of the Wakuliner.com website, this study identifies areas that require improvement to boost overall efficiency and strengthen customer loyalty by emphasizing the value of customer experience and trust.