Internet technology has shifted the market paradigm from conventional marketing to online marketing. Online
marketing, with various facilities that make shopping easier for consumers, has changed consumers' behavior and lifestyle. When
buying online, consumers cannot physically touch and feel the products offered; therefore, consumer experience, trust, and brand
image play an essential role. This study examines strategies for increasing customer loyalty through the customer experience,
trust, brand image, and satisfaction. In addition, this study also investigates customer satisfaction as a mediating variable. The
sampling techniques employed were purposive sampling and snowball sampling methods. The research design used a cross-
sectional survey. The study shows that customer experience, trust, and brand image influence customer satisfaction. Customer
experience, brand image, and customer satisfaction affect loyalty, while trust does not. Customer satisfaction is proven to mediate
the influence of customer experience, trust, and brand image on loyalty.