<![CDATA[The continued growth of e-commerce in Indonesia has intensified competition among platforms. Lazada recorded an access share of 9.09%, below Shopee, TikTok Shop, and Tokopedia. Its Top Brand Index also declined by 5.50 percentage points, from 25.10% in 2024 to 19.60% in 2025, indicating a decline in customer loyalty. This study examines the effect of perceived e-service quality on e-customer loyalty through e-trust and e-customer satisfaction among Lazada users in Bandung. Using a quantitative approach, data were collected through questionnaires from Lazada users who had previously made purchases through the application. Data were analyzed using simple and multiple linear regression and the Sobel test with IBM SPSS Statistics 27. The results show that perceived e-service quality positively and significantly affects e-trust and e-customer satisfaction. E-customer satisfaction significantly enhances e-customer loyalty, whereas e-trust has no significant effect. E-trust does not mediate the relationship between perceived e-service quality and e-customer loyalty, while e-customer satisfaction significantly mediates the relationship. These findings support the S-O-R theory and highlight customer satisfaction as a key mechanism in building e-commerce loyalty.]]>
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