This study aims to determine the effect of e-service quality on customer e-satisfaction, the effect of e-trust on customer e-satisfaction, the effect of e-service quality on customer e-loyalty, the effect of e-trust on customer e-loyalty and finally, the effect of e-satisfaction on online shop customer e-loyalty. The type of research used in this research is correlational research with a quantitative approach and testing the research hypothesis was carried out by using the Structural Equation Model (SEM) approach based on Partial Least Square (PLS). The sample or respondent used in this study is 432 consumers of online shops in Banten, Indonesia. The results show that E-Service Quality had positive but not significant effect on E-Satisfaction, E-Trust had a positive but not significant effect to E-Satisfaction, E-Service Quality had a positive but not significant effect towards E-Loyalty, E-Trust had a negative but not significant effect to E-Satisfaction and finally E-Satisfaction had a positive but not significant effect on E-Loyalty.