In this era, technology is important and very much needed, because almost all systems are operated online. The number of internet users in Indonesia according to the Central Statistics Agency (BPS) in 2018 was 171.17 million users. The increasing number of internet users in Indonesia today is one of the reasons for the emergence of e-commerce. Sociolla is one of an e-commerce platform in the beauty sector originating from Indonesia which uses B2C business model it offers beauty products which was ranked the 8th most visitors dekstop version in 2018 with 3 million visitors per month. Sociolla has now upgraded its system by launching a new application, namely SOCO, to make online shopping even easier. Therefore, the presence of Sociolla application was very influential in the development of the e-commerce industry, especially in Surabaya. The results showed that service quality has a significant effect on usefulness with a regression coefficient of 0.236, service quality has a significant effect on user satisfaction with a regression coefficient of 0.153, system quality has a significant effect on usefulness with a regression coefficient of 0.212, system quality has a significant effect on user satisfaction with a regression coefficient of 0.151, collaboration quality has a significant effect on usefulness with a regression coefficient of 0.188, collaboration quality has a significant effect on user satisfaction with a regression coefficient of 0.178, process quality has a significant effect on usefulness with a regression coefficient of 0.182, process quality has a significant effect on user satisfaction with a regression coefficient of 0.213, information quality has a significant effect on usefulness with a regression coefficient of 0.153, information quality has a significant effect on user satisfaction with a regression coefficient of 0.132, usefulness has a significant effect on user satisfaction with a regression coefficient of 0.212, usefulness has a significant effect on customer loyalty with a regression coefficient of 0.213, and user satisfaction has a significant effect on customer loyalty with a regression coefficient of 0.625.