<![CDATA[Purpose – The presence of digital technology has reshaped the relational landscape between the hospitality industry and its consumers, particularly through the utilization of social media channels and online ecosystems. This study was designed to examine the role of active consumer participation in shaping brand loyalty, considering affective attachment, trust, and satisfaction as mediating variables among consumers of Sari Pacific Jakarta. Methodology/approach – Data were collected through a survey instrument distributed to 385 respondents who were deliberately selected based on specific criteria. All collected data were subsequently analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with SmartPLS 4 software. Findings – The findings indicate that consumer engagement mediated by brand trust, consumer satisfaction, and brand attachment give significant and positive effect on brand loyalty. With p-values 0,000 (<0,05) and all hypotheses are fullfiled. The relevant prediction is good with Q2 is 0.678. the strongest effect in mediating variable is the consumer’s satisfaction with F square 0.330 indicating big effect size. Novelty/value – Hotel management should restructure its approach to building consumer engagement by emphasizing the use of digital tools and enhancing the quality of service experiences. Such measures are considered strategic for maintaining consumer loyalty. Future researchers are encouraged to explore the dynamics of consumer experience more comprehensively through qualitative method.]]>
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