Trust, Satisfaction, and Consumer Loyalty in Indonesia's Herbal Immunity Products Market: The Mediating Role of Purchase Decisions

This study examines how customer satisfaction and trust shape consumer loyalty toward herbal immunity products in Indonesia, with purchase decision positioned as a mediating mechanism. The study responds to inconsistent evidence on whether favorable consumer evaluations are translated into actual purchase decisions before loyalty develops. A quantitative survey was conducted with 152 consumers selected through convenience sampling. Data were collected online through Google Forms from May to June 2026 and analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4. The measurement model showed satisfactory reliability and convergent validity. The structural model explained 49.8% of the variance in purchase decision and 72.1% of the variance in consumer loyalty. Customer satisfaction did not significantly predict purchase decision (β = 0.246, p = 0.122), but it had a positive direct effect on loyalty (β = 0.148, p = 0.046). Trust positively predicted both purchase decision (β = 0.481, p = 0.001) and loyalty (β = 0.388, p < 0.001), while purchase decision positively predicted loyalty (β = 0.397, p < 0.001). Purchase decision significantly mediated the trust-loyalty relationship (β = 0.191, p = 0.002) but not the satisfaction-loyalty relationship (β = 0.098, p = 0.131). The findings indicate that trust provides a more consistent route from consumer evaluation to purchasing and loyalty in this market, whereas satisfaction contributes mainly through a direct loyalty pathway.