Increasingly sophisticated technology has a positive impact on their users. One of their positive effects was making internet users shop online. Interest in online shopping is considered very high in Indonesia, it can be seen from the significant development of e-commerce in Indonesia every year. Therefore, researchers have an interest in conducting this research to determine the basis of consumers in choosing Shopee as the number one e-commerce in Indonesia, by reviewing the extent to which the relationship between brand trust, brand love, and brand respect can affect brand loyalty and brand equity. It is new research, which makes this research more interesting to discuss. The results showed that two hypotheses are supported theoretically but not statistically significant, namely brand trust and brand loyalty. It can be concluded that consumers will be loyal to the marketplace when consumers have brand equity, have a sense of love, and respect for the marketplace. However, when consumers trust a marketplace, it is not certain that consumers will be loyal to the marketplace.