Abstract
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.
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