Indonesian Online Travel Agency (OTA) is projected to become Asia’s leading economic power by 2025, however the growth of online travel agency (OTA) platforms in Indonesia has increased competition among digital travel service providers. Despite the implementation of strategic loyalty programs, negative customer reviews regarding system failures are still prevalent1. This phenomenon raises critical questions about how platform electronic service quality shapes customer internal psychological states, specifically e-satisfaction and e-trust and how these factors subsequently drive customer e-loyalty. Furthermore, existing empirical studies examining e-service quality in relation to e-satisfaction, e-trust, and e-loyalty have produced inconsistent structural findings across different geographical and platform contexts. This study aimed to examine the structural relationships through which perceived e-service quality affects e-satisfaction and e-trust, and how these organismic factors subsequently contribute to e-loyalty, based on the Stimulus–Organism–Response (SOR) framework. A quantitative descriptive study was conducted using a structured online questionnaire. Data were analyzed using PLS-SEM with SmartPLS 4 software. The findings confirmed adequate convergent validity, discriminant validity and reliability, with all VIF values below 5.00 confirming the absence of multicollinearity. All four hypotheses were accepted: H1 confirmed that E-Service Quality has a positive and significant effect on Customer E-Satisfaction; H2 confirmed that E-Service Quality has a positive and significant effect on Customer E-Trust; H3 confirmed that Customer E-Satisfaction has a positive and significant effect on Customer E-Loyalty; and H4 confirmed that Customer E-Trust has a positive and significant effect on Customer E-Loyalty. Furthermore, a comparison of the combined path coefficients reveals that the pathway through e-satisfaction serve as a stronger structural mechanism compared to the e-trust pathway. Effect size analysis (f²) indicated that E-Service Quality exerts a large effect on both E-Satisfaction and E-Trust. IPMA result further revealed that E-Service Quality holds the highest importance value alongside the highest performance score.