<![CDATA[The rapid development of digital technology has encouraged the hotel industry to utilize websites as a primary medium for marketing, information delivery, and customer service. This study aims to examine the effect of hotel website quality on customer satisfaction and customer loyalty, as well as to analyze the mediating role of customer satisfaction in the relationship between website quality and customer loyalty at Swiss-Belhotel Pangkalpinang. This research adopts a quantitative approach with an explanatory design. Data were collected through a structured questionnaire using a five-point Likert scale distributed to 282 customers who had made room reservations through the hotel’s official website, using a purposive sampling technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that hotel website quality has a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. In addition, hotel website quality directly influences customer loyalty. Furthermore, the indirect effect analysis confirms that customer satisfaction significantly mediates the relationship between website quality and customer loyalty. These findings suggest that enhancing customer loyalty can be achieved more effectively by improving digital experiences through an informative, user-friendly, secure, and interactive hotel website. This study contributes to the literature on e-service quality and provides practical insights for hotel management in optimizing website performance to enhance customer satisfaction and loyalty.]]>
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