<![CDATA[This study aims to identify and analysis the impact of website quality on perceived value, satisfaction and customer loyalty in online shop. Amount of sample about 102 customers, data collection technique using online questionnaire. The data obtained were analyzed using path analysis.           The result showed that (1) website quality affect significantly to perceived value, (2) website quality affect significantly to customer satisfaction, (3) website quality affect significantly to customer loyalty, (4) perceived value affect significantly to customer satisfaction, (5) customer satisfaction affect significantly to customer loyalty, (6) perceived value affect significantly to customer loyalty, (7) website quality affect significantly to customer loyalty and mediated by perceived value,(8) website quality affect significantly to customer loyalty and mediated by customer satisfaction, (9) perceived value affect significantly to customer loyalty and mediated by customer satisfaction. Keywords : website quality, perceived value, satisfaction, loyalty ABSTRAK  Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas website terhadap nilai yang dipersepsikan, kepuasan dan loyalitas pelanggan pada online shop. Besarnya sampel sebanyak 102 orang. Teknik pengumpulan data menggunakan kuesioner yang disebarkan secara online. Analisis data menggunakan path analysis. Hasil penelitian menunjukkan bahwa (1) kualitas website berpengaruh signifikan terhadap nilai yang dipersepsikan, (2) kualitas website berpengaruh signifikan terhadap kepuasan pelanggan, (3) kualitas website berpengaruh signifikan terhadap loyalitas pelanggan, (4) nilai yang dipersepsikan berpengaruh signifikan terhadap kepuasan pelanggan, (5) kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan, (6) nilai yang dipersepsikan berpengaruh signifikan terhadap loyalitas pelanggan, (7) kualitas website berpengaruh signifikan terhadap loyalitas pelanggan melalui nilai yang dipersepsikan,(8) kualitas website berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan, (9) nilai yang dipersepsikan berpengaruh signifikan terhadap loyalitas pelanggan melalui kepuasan pelanggan. Kata kunci : kualitas website, nilai yang dipersepsikan, kepuasan, loyalitas]]>
