<![CDATA[This study examines the effect of Digital Relationship Marketing and E-Service Quality on Customer Loyalty through Customer Trust among BRImo mobile banking users in the Pasuruan area. A quantitative explanatory design was applied using purposive sampling, resulting in 123 respondents. Data were collected through a five-point Likert questionnaire and analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, path analysis, t-test, F-test, coefficient of determination, and Sobel test. Digital Relationship Marketing significantly affects Customer Trust (β=0.447; p<0.001), while E-Service Quality also has a significant effect (β=0.637; p<0.001). Digital Relationship Marketing affects Customer Loyalty (β=0.250; p<0.001), E-Service Quality affects Customer Loyalty (β=0.206; p=0.007), and Customer Trust affects Customer Loyalty (β=0.538; p<0.001). The first structural model explains 74.0% of Customer Trust and the second explains 74.4% of Customer Loyalty. The indirect effects are 0.241 and 0.343, respectively, with Sobel statistics of 4.865 and 5.420. The results confirm significant partial mediation by Customer Trust.]]>
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