<![CDATA[The Indonesian smartphone market has a promising future, but intense competition has led to a decline in Samsung's market share and brand index. Other attractive brands, such as Apple and Chinese-made smartphones, have contributed to this decline. To maintain success, customer loyalty is crucial. The objective of this research is to identify the effects of customer satisfaction on the loyalty of Samsung smartphone users in Indonesia through the mediation of brand trust and the moderation of alternative attractiveness. This explanatory research elucidates the causal relationship between its variables through hypothesis testing. Using purposive sampling technique with the criteria of Samsung smartphone user with the minimum age of seventeen years, 321 people were selected as the respondents. The results of the data analysis performed in SEM PLS 4.0 suggest that customer satisfaction directly has a significant influence on the formation of brand trust and loyalty, and that brand trust directly and significantly affects loyalty. Furthermore, customer satisfaction significantly influences loyalty through brand trust, while alternative attractiveness does not significantly moderate the relationship between brand trust and loyalty. This finding indicates that Samsung customers who trust the brand due to satisfaction are less likely to be attracted to alternative smartphone brands.]]>
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