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This study aims to analyze the effect of the online-to-offline (O2O) strategy on visitor satisfaction through trust, perceived quality, and perceived value at Lapak Minggu Pagi Kendal. This study employed a descriptive quantitative approach and a verificative research method. The population consisted of all visitors to Lapak Minggu Pagi Kendal who had previously seen merchants’ promotions online and subsequently visited the location. A total of 200 respondents were analyzed, referring to the ideal sample size for Structural Equation Modeling (SEM) analysis. Data were collected using primary data obtained directly from respondents through a questionnaire instrument. The data were analyzed using the Partial Least Squares (PLS) method with SmartPLS version 4 software. The results indicate that the O2O strategy has a positive and significant effect on visitor trust; perceived quality has a positive and significant effect on visitors’ perceived value; visitor trust has a positive and significant effect on visitors’ perceived value; visitor trust has a positive and significant effect on visitor satisfaction; and perceived value has a positive and significant effect on visitor satisfaction. Furthermore, visitor trust is found to mediate the effect of the O2O strategy on visitor satisfaction, while perceived value mediates the effect of perceived quality on visitor satisfaction