Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh consumer-based brand equity yang meliputi perceived quality, perceived value of cost, trust, lifestyle congruence, brand identification terhadap brand loyalty melalui customer satisfaction sebagai variabel mediasi pada e-commerce Lazada. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data dilakukan dengan menggunakan metode kuantitatif dengan menyebar kuesioner elektrik dengan menggunakan metode non-probability sampling. Sampel yang diambil untuk penelitian ini adalah 185 responden. Data yang telah diperoleh dan dianalisis menggunakan PLS-Structural Equation Modeling dengan alat analisis SmartPLS. Dalam penelitian ini terdapat tujuh hipotesis dan seluruhnya didukung. Penelitian ini memberikan kesimpulan, bahwa brand loyalty sangat dibutuhkan oleh perusahaan karena dipengaruhi variabel perceived quality, perceived value of cost, trust, lifestyle congruence, brand identification dan customer satisfaction./This study aims to examine and analyze the effect of consumer-based brand equity which includes perceived quality, perceived cost value, trust, lifestyle alignment, brand identification on brand loyalty through customer satisfaction as a mediating variable in Lazada e-commerce. This research uses quantitative methods and data collection is carried out using quantitative methods by distributing electric questionnaires using non-probability sampling method. The sample taken for this study was 185 respondents. The data obtained and analyzed using PLS-Structural Equation Modeling with SmartPLS analysis tool. In this study there are seven hypotheses and all of them are supported. This study concludes that brand loyalty is needed by companies because it is influenced by perceived quality variables, perceived cost value, trust, lifestyle alignment, brand identification and customer satisfaction.