This study aims to analyze the influence of website appearance, social media engagement, service quality, and user experience on TikTok customer loyalty, with consumer trust as a mediating variable. The research method used is a quantitative approach with data collected through questionnaires distributed to active TikTok Shop users. Data analysis was conducted using Structural Equation Modelling (SEM) with the help of SmartPLS software. The research results indicate that website appearance, social media engagement, service quality, and user experience have a positive and significant effect on consumer trust. In turn, consumer trust has a positive and significant impact on customer loyalty. Additionally, consumer trust also mediates the effect of the independent variables (website appearance, social media engagement, service quality, and user experience) on customer loyalty. These findings suggest that to increase customer loyalty on the TikTok platform, companies need to focus on improving the quality of their website appearance, strengthening social media engagement, providing quality services, and creating a positive user experience, all of which contribute to enhancing consumer trust. This research contributes to the development of digital marketing strategies, particularly in the context of social media platforms like TikTok, by emphasizing the importance of building consumer trust as a key to increasing customer loyalty.