Perkembangan teknologi informasi dan komunikasi yang pesat telah mengubah perilaku masyarakat, termasuk dalam aktivitas jual beli yang kini banyak dilakukan melalui platform e-commerce. Penelitian ini menganalisis pengaruh Electronic Word of Mouth (E-WOM), kualitas layanan elektronik (E-Service Quality), dan kepercayaan elektronik (E-Trust) terhadap kepuasan pelanggan (E-Satisfaction) dan loyalitas pelanggan (E-Loyalty) pada aplikasi Shopee di Palangka Raya. Data dikumpulkan melalui survei kuesioner dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa E-WOM, E-Service Quality, dan E-Trust memiliki pengaruh positif terhadap E-Satisfaction dan E-Loyalty. E-Satisfaction juga terbukti memediasi hubungan antara E-Service Quality dan E-Trust dengan E-Loyalty. Implikasi manajerial menekankan pentingnya meningkatkan ulasan positif, kualitas layanan digital, dan kepercayaan pelanggan untuk mendorong loyalitas yang lebih kuat. Penelitian ini memperkuat literatur terkait e-commerce dengan menegaskan peran krusial E-WOM, E-Service Quality, dan E-Trust dalam membangun loyalitas pelanggan, serta memberikan dasar untuk eksplorasi lebih lanjut di platform e-commerce lain. / The rapid development of information and communication technology has changed people's behavior, including in buying and selling activities which are now widely carried out through e-commerce platforms. This study analyzes the influence of Electronic Word of Mouth (E-WOM), electronic service quality (E-Service Quality), and electronic trust (E-Trust) on customer satisfaction (E-Satisfaction) and customer loyalty (E-Loyalty) on the Shopee application in Palangka Raya. Data were collected through a questionnaire survey and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results showed that E-WOM, E-Service Quality, and E-Trust had a positive influence on E-Satisfaction and E-Loyalty. E-Satisfaction was also shown to mediate the relationship between E-Service Quality and E-Trust with E-Loyalty. Managerial implications emphasize the importance of increasing positive reviews, digital service quality, and customer trust to drive stronger loyalty. This study strengthens the literature on e-commerce by emphasizing the crucial role of E-WOM, E-Service Quality, and E-Trust in building customer loyalty, and provides a basis for further exploration on other e-commerce platforms.