This study aims to analyze the effect of e-service quality, brand awareness, trust, word of mouth, and satisfaction on customer loyalty in social media shops. Data was collected through a survey with 400 social media shop consumer respondents. This research is a quantitative study using primary data obtained from distributing questionnaires online through social media. The respondents are consumers who have made purchases on the Social media Shop application. Simple random sampling sampling was used for sampling. This study uses a structural equation modeling (SEM) approach with SmartPLS 3.0 software tools to process data. The results of the data analysis found that e-service quality had a positive and significant effect on customer loyalty on the social media shop, brand awareness had a positive and significant effect on customer loyalty on the social media shop, trust had a positive and significant effect on customer loyalty on the social media shop, word of Mouth has a positive and significant effect on customer loyalty on the social media shop, satisfaction has a positive and significant effect on customer loyalty on the social media shop.