The purpose of this study was to determine the effect of brand image, customer experience, and customer satisfaction on customer loyalty in the Shopee application. Questionnaires are used as a data collection tool. The purposive sampling method was used to select samples with various predetermined criteria. Data analysis using Structural Equation Modeling Partial Least Square approach. The results of this study reveal that brand image and customer experience have a significant positive effect on customer satisfaction, customer satisfaction has a significant positive effect on customer loyalty. Customer experience has a significant positive effect on customer loyalty. Brand image and customer experience have a significant positive effect on customer loyalty through customer satisfaction. However, brand image has no effect on customer loyalty.