<![CDATA[This study aims to examine the influence of digital customer experience, e-service quality, and perceived value on customer loyalty, with customer satisfaction as a mediating variable, among users of the Alfagift app in Lamongan Regency, Indonesia. This study employed a quantitative approach using probability random sampling. Data were collected from 96 respondents via a questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that e-service quality is the most dominant factor in shaping customer satisfaction and loyalty. In addition to having a direct, positive, and significant effect on both variables, e-service quality is the only variable that has a significant indirect effect on customer loyalty through customer satisfaction. Conversely, digital customer experience does not significantly affect customer satisfaction or loyalty, while perceived value positively and significantly affects customer loyalty but not satisfaction. These findings confirm that improving the quality of electronic services through system reliability, ease of use, security, and service responsiveness is the most effective strategy for enhancing satisfaction and strengthening customer loyalty toward the Alfagift app. This study is limited to Alfagift users in Lamongan Regency and uses cross-sectional data; therefore, the results cannot be broadly generalized. This study clarifies the mediating role of customer satisfaction in the formation of customer loyalty in the digital retail sector.]]>
