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This research was conducted in order to assess which mediating variables had a greater role in mediating the impact of website quality on Customer Loyalty. This research implemented survey method, in which questionnaires were distributed to a total of 300 respondents. Out of 300 respondents, a total of 292 data were deemed usable and analyzed. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Based on this results, it could be concluded that website quality had a positive effect on customer loyalty, both directly or indirectly. Furthermore, customer satisfaction and trust partially mediated the impact between website quality and Customer Loyalty, in which satisfaction revealed to be a stronger mediator as compared to trust. Keywords—Website quality, trust, customer satisfaction, customer loyalty, Indonesian e-commerce industry

Trust Vs Satisfaction: Which One is More Important in Mediating the Impact of Website Quality Towards Customer Loyalty in The Indonesian E-Commerce Industry?