<![CDATA[This study aims to analyze the role of customer satisfaction in mediating the effects of content marketing and electronic word of mouth (e-WOM) on customer loyalty in the Muslim fashion industry. This study employs a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected from 300 Muslim fashion consumers who had purchased Muslim fashion products online. The results show that content marketing and e-WOM have positive and significant effects on customer satisfaction and customer loyalty, while customer satisfaction has a positive and significant effect on customer loyalty. Among the direct relationships examined, customer satisfaction has the strongest effect on customer loyalty. The mediation analysis confirms that customer satisfaction partially mediates the effects of content marketing and e-WOM on customer loyalty, indicating that both digital marketing variables influence loyalty through customer satisfaction while retaining significant direct effects on loyalty. Thus, customer satisfaction functions as an internal evaluative mechanism that strengthens the effects of digital marketing stimuli on loyalty rather than replacing their direct effects. Theoretically, this study contributes to the Stimulus–Organism–Response (SOR) theory by positioning content marketing and e-WOM as Stimuli (S), customer satisfaction as the Organism (O) representing consumers’ internal evaluative process, and customer loyalty as the Response (R). This study extends the application of SOR theory in the Muslim fashion context by demonstrating that customer satisfaction serves as a mediating mechanism linking digital marketing stimuli to customer loyalty while the direct effects of these stimuli on loyalty remain significant. Practically, the findings highlight the importance of integrating informative and authentic digital marketing with satisfying product and service experiences to strengthen sustainable customer loyalty.]]>
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