- Customer based brand equity has recently emerged in both academic literature and practitioner discussions. The number of e-commerce that began to be established into consideration for every consumer to determine where they will shop online. In order to reduce the potential for customers to choose other e-commerce, companies need to increase customer-based brand equity. This research was conducted at one e retail in Indonesia through an online survey. Measurement of customer based brand equity uses dimensions 1) Emotional connection, 2) Online Experience, 3) Responsive Service Nature, 4) Trust, and 5) Fulfillment. The method used was an explanatory survey with 200 Tabachnick and Fidell sample techniques. The data analysis technique used is structural equation modeling (SEM) with the AMOS 22.0 for Windows program. The findings of this study indicate that the dimension of responsive service nature as a whole has the highest value, while for the dimension that has the lowest value is trust.   Abstrak - Ekuitas merek berbasis pelanggan baru-baru ini muncul baik dalam literatur akademik dan diskusi praktisi. Jumlah e-commerce yang terus bertambah menjadi pertimbangan bagi setiap konsumen untuk menentukan di mana mereka akan berbelanja online. Untuk mengurangi potensi pelanggan memilih e-commerce lain, perusahaan perlu meningkatkan ekuitas merek berbasis pelanggan. Penelitian ini dilakukan di salah satu e retail di Indonesia melalui survei online. Pengukuran ekuitas merek berbasis pelanggan menggunakan dimensi 1) Emotional connection, 2) Online Experience, 3) Responsive Service Nature, 4) Trust, and 5) Fulfillment. Metode yang digunakan adalah explanatory survei dengan 200 responden dan teknik perhitungan sampel dari Tabachnick dan Fidell. Teknik analisis data yang digunakan adalah pemodelan persamaan struktural (SEM) dengan program AMOS 22.0 for Windows. Temuan penelitian ini menunjukkan bahwa dimensi sifat Responsive Service Nature secara keseluruhan memiliki nilai tertinggi, sedangkan untuk dimensi yang memiliki nilai terendah adalah Trust.