The purposes of research were (1) to study marketing mix strategy, service quality perception, satisfaction and trustworthiness as determinant toward customer loyalty in online business and (2) to study structural effect of marketing mix strategy, service quality perception, satisfaction and trustworthiness as determinant toward customer loyalty in online business.
It was survey research with 818 online business customers from 5 regions as population. The research tool was questionnaire with descriptive statistics to analyze average, frequency, standard deviation and inferential statistics to analyze structural correlation with AMOS program. The outcomes of research revealed that satisfaction factor and marketing mix strategy factor had statistical significance at highest level and followed by service quality perception, trustworthiness and customer loyalty at high level. The factor analysis revealed that the applied variable measurement model conformed to theory with factor value between .786-.987, with average variance value between .606-.879 and reliability value between .696-.998. The structural equation model conformed to empirical data as χ2=38.53, χ2/df =1.35, df=28.47, GFI=.997, CFI=.998, RMR=.018, RMSEA=.027 . The satisfaction factor had highest effect and followed with marketing mix strategy had direct effect toward customer loyalty while service quality perception and trustworthiness had positive effect toward customer loyalty in online business.