Market place is large online shopping center, where products from many brands are offered and in which consumers can find any product, anytime and from anywhere. Perceived value and website quality are important attributes influence e-consumer satisfaction and loyalty. The objective of the study is to explore and analysis the effect of perceived values and quality of Websites in online platforms on their loyalty directly and indirectly through e-consumer satisfaction. This research implemented a survey method, in which a total of 150 questionnaires were distributed electronically to consumers of Shopee Indonesia This research used the SmartPLS method to analyze data. The findings of the research show that perceived value influence consumer loyalty, but quality of Websites does not. E-consumer satisfaction partially mediates relationships between perceived value and consumer loyalty, and fully mediates between quality of Websites and consumer loyalty. Based on results, contributions of this study were to incorporate perceived values and quality of Websites in the model of perceived values and quality of Websites-e-consumer satisfaction-consumer loyalty. The empirical evidence should be considered as important for sustaining the success of consumer loyalty at Shopee Indonesia.
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