The Role of Satisfaction in Mediating the Relationship between Brand Trust and Brand Image towards Consumer Loyalty on E-Commerce Platforms

The rapid development of communication technology today offers increasingly diverse forms of communication, making communication unrestricted by boundaries, distance, space, or time. This is also driven by the continuous growth in internet usage, which has become a lifestyle for people to meet their needs. One of the needs that massively utilizes the internet is the activity of purchasing goods or services online, or what is known as e-commerce, which refers to the use of communication networks and computers to conduct business processes. The online business world is closely associated with various issues such as fraud, dissatisfaction, and other forms of dishonesty by marketers. Customer satisfaction has a positive impact on customer loyalty. Customer loyalty is usually identified through repeated purchasing patterns. Satisfied customers tend to make repeat purchases and demonstrate loyalty to the product. Customer satisfaction is the feeling of pleasure or disappointment experienced by a customer when comparing a product's performance with their previous expectations of the product. If the product's performance fails to meet expectations, the customer will be dissatisfied. This research aims to determine whether satisfaction can mediate the relationship between brand trust and brand image towards loyalty. The population in this study consists of residents in Denpasar City, with the sample determined using purposive sampling. Data analysis techniques use SEM PLS.