This paper aims at examining the effect of e-Tailer quality on customers' e-satisfaction, which in turn impacts the creation of customers' attitudinal loyalty. The study uses an empirical survey with the active participation of 283 respondents. Using Structural Equation Modelling (SEM) analysis, this study indicates that e-Tailer quality has a positive correlation and significant effect on the formation of customers' e-satisfaction. Furthermore, e-satisfaction is positively correlated and has a substantial impact on the formation of attitude-based customer loyalty. Interestingly, e-Tailer quality does not have a fully significant effect on the formation of attitudinal loyalty. Only platform quality dimensions have a considerable impact on the formation of attitudinal loyalty. Third-party e-Marketplace companies are alleged to have a significant influence on the creation of consumer-based loyalty in the realm of C2C business in Indonesia.