The purpose of this study is to know the influence of hedonic features and utilitarian features to brand equity, flow, and trust as well as its impact on Generation Y e-loyalty. Based on that purpose, there are some hypothesis, utilitarian features affects flow positively, hedonic features affects flow positively, hedonic features affects brand equity positively, flow affects brand equity positively, utilitarian features affects trust positively, flow affects trust positively, flow affects customer loyalty positively; (8) Brand equity affects customer loyalty positively, trust affects customer loyalty positively, hedonic features affects trust positively, and utilitarian features affects brand equity positively. The study is addressed for 100 students, employees, and businessmen who belongs to Generation Y. The instrument used for the study is questionnaire with 40 indicators. The test for the questionnaire is done with the validity and reliability test. The tools used for analyzing the datas is PLS-SEM with SmartPLS 3.0 program. The result of this study is hedonic features and utilitarian features affect flow positively, flow affects brand equity and trust positively, and brand equity and trust affect customer loyalty positively. / Penelitian ini bertujuan untuk mengetahui apakah hedonic features dan utilitarian features sebuah website e-commerce berpengaruh positif terhadap brand equity, flow, dan trust serta apakah brand equity, flow, dan trust berpengaruh positif terhadap customer loyalty dari Generasi Y. Berdasarkan tujuan tersebut, muncul beberapa hipotesis yaitu, utilitarian features berpengaruh positif terhadap flow, hedonic features berpengaruh positif terhadap flow, hedonic features berpengaruh positif terhadap brand equity, flow berpengaruh positif terhadap brand equity, utilitarian features berpengaruh positif terhadap trust, flow berpengaruh positif terhadap trust, flow berpengaruh positif terhadap customer loyalty, brand equity berpengaruh positif terhadap customer loyalty, trust berpengaruh positif terhadap customer loyalty, hedonic features berpengaruh positif terhadap trust, dan utilitarian features berpengaruh positif terhadap brand equity. Penelitian ini ditujukan kepada mahasiswa, pekerja kantoran, dan wiraswasta yang termasuk Generasi Y dengan jumlah 100 orang. Instrumen yang digunakan untuk pengumpulan data adalah kuisioner dengan 40 indikator. Pengujian terhadap kuisioner dilakukan dengan uji validitas dan reliabilitas. Alat yang digunakan dalam analisis data adalah PLS-SEM dengan program SmartPLS 3.0. Hasil analisa mengungkapkan hedonic features dan utilitarian features berpengaruh positif terhadap flow, flow berpengaruh positif terhadap brand equity dan trust, kemudian brand equity dan trust berpengaruh positif terhadap customer loyalty.