The Influence Of Digital Service Quality On Loyality With Digital Satisfaction As A Mediating Variable Among Generation X In Bandung City On The Bukalapak E-Commerce Platform

This study examines the influence of digital service quality on customer loyalty, with digital satisfaction as a mediating variable, focusing on Generation X users (born 1965–1980) of the Bukalapak e-commerce platform in Bandung, Indonesia. The research was motivated by the surge in e-commerce adoption during the COVID-19 pandemic and Bukalapak’s concurrent decline in market share. Using a quantitative explanatory design, data were collected via an online survey of 150 eligible respondents and analyzed through path analysis with SmartPLS 3.2.9. The results demonstrate that digital service quality significantly enhances digital satisfaction (β = 0.782, *p* < 0.001) and directly impacts loyalty (β = 0.288, *p* = 0.001). Digital satisfaction further exerts a strong positive effect on loyalty (β = 0.674, *p* < 0.001) and partially mediates the relationship between service quality and loyalty. These findings contribute to the literature by validating a partial mediation model in the e-commerce context and offer practical insights for platforms targeting Generation X, emphasizing the need for user-centric digital features to foster satisfaction and sustained loyalty.