<![CDATA[This study analyzes the influence of digital marketing, tourist attraction, and service quality on visitor loyalty at Eco Active Park, Batu City, East Java, with visitor satisfaction as a mediating variable. This research is motivated by the rapid growth of the tourism industry and increasingly intense competition, making visitor loyalty a crucial factor for business sustainability. Furthermore, the instability of visitor numbers reflects that visitor loyalty remains a major challenge that needs to be addressed by destination managers. The study employed a quantitative explanatory approach with a nonprobability sampling technique through purposive sampling involving 100 respondents. Data were collected through questionnaires and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results indicate that tourist attraction and visitor satisfaction have a positive and significant influence on visitor loyalty, as indicated by p-value of 0.000 and 0.001, respectively, while digital marketing and service quality do not have a significant direct effect, as indicated by p-value of 0.386 and 0.162. Furthermore, visitor satisfaction is proven to mediate the influence of digital marketing, tourist attraction, and service quality on visitor loyalty, as indicated by p-value of 0.023, 0.004, and 0.011, respectively. These findings affirm that visitor satisfaction is the key factor in building loyalty, which should be the top priority for long-term business sustainability]]>
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