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The study aimed to examine the direct impact of website design and security on trust and loyalty, with trust serving as a mediator. The research focused on Generation Z consumers purchasing e-commerce products in Indonesia, with 307 respondents. Data collection utilized a Google Form questionnaire survey distributed via social media. Structural equation modeling with AMOS 21 was employed for data analysis. Results indicated positive impacts on loyalty and trust in Generation Z consumers stem from good website design and robust security. Trust was found to positively mediate the relationship between exogenous and endogenous variables. The findings suggest that e-commerce companies in Indonesia can enhance loyalty and trust by prioritizing website design, and security, and investing in strategies that build consumer trust through online marketing and security measures.
Arizal et al. (Sat,) studied this question.
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