<![CDATA[Indonesia’s online food delivery market continues to expand, yet intense competition from established platforms prevails. This study contributes to the Stimulus-Organism-Response framework by explaining how e-service quality and consumer innovativeness build customer loyalty through brand trust. A quantitative causal survey was conducted among 130 Shopee Food users in Malang City, Indonesia, using purposive sampling and a structured five-point Likert questionnaire. Data were analyzed using PLS-SEM with SmartPLS. The findings show that e-service quality and consumer innovativeness strengthen both brand trust and customer loyalty. Brand trust also increases customer loyalty and mediates the effects of e-service quality and consumer innovativeness on loyalty. These results indicate that customer loyalty in the online food delivery context develops when reliable digital services and consumers’ openness to innovation generate trust. Shopee Food managers should improve service reliability, introduce relevant digital innovations, and reinforce brand credibility to sustain customer loyalty.]]>
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