<![CDATA[The development of modern retail supported by digital transformation requires companies to improve the quality of digital services and build customer trust to maintain loyalty. This study aims to analyze the influence of digital service quality and trust on customer loyalty at PT Ace Hardware in Denpasar City. The study used a quantitative approach with a survey method, where data were collected through distributing questionnaires to 120 respondents who were customers of PT Ace Hardware in Denpasar City. The data analysis technique used was multiple linear regression analysis. The results of the study indicate that digital service quality has a positive and significant effect on customer loyalty, trust has a positive and significant effect on customer loyalty, and digital service quality and trust simultaneously have a positive and significant effect on customer loyalty. These findings indicate that increasing ease of access to digital services, signal systems, transaction security, and customer trust can encourage sustainable customer loyalty. The implications of this study are expected to be a basis for PT Ace Hardware in designing strategies to increase customer loyalty through strengthening digital services and customer trust.]]>
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