The rapid development of digital technology has transformed the traditional retail landscape into online platforms, including in Indonesia. Klik Indomaret, as the ecommerce extension of the country’s largest minimarket chain, was created to meet consumers’ growing demand for convenience in daily shopping. However, building strong customer loyalty remains a challenge. Despite a substantial user base, the application receives mixed reviews and moderate ratings, indicating gaps in user satisfaction and retention efforts. This raises the need to further examine the key factors that drive loyalty in the context of digital retail platforms. Previous studies have identified several variables that significantly influence customer loyalty in e-commerce, particularly electronic service quality, perceived value, and electronic trust. While Klik Indomaret is perceived as practical and relevant for daily needs, these positive perceptions do not fully translate into high customer loyalty. This condition reveals a research gap that warrants investigation, especially in exploring the mediating role of customer satisfaction, which may explain the indirect effects of service quality and perceived value on loyalty. This study aims to analyze the influence of e-service quality and perceived value on customer loyalty through the mediating effects of e-trust and customer satisfaction, using the Klik Indomaret application as the case. A quantitative approach was employed, and data were collected from active users of the Klik Indomaret app in Indonesia. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both direct and indirect relationships among the variables.