T he objective of this study is to examine and analyze the effect of e-service quality toward e-customer loyalty through e-customer satisfaction. The samples being used in this study is 174 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) e-service quality has positive effect toward e-customer satisfaction, but has no positive effect toward trust, and customer loyalty, (2) e-service quality has positive effect toward e-customer loyalty, (3) e-customer satisfaction has positive effect toward e-customer loyalty.