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The development of online business is very rapidly in now days. Therefore, the online business requires a lot of effort compete with similiar business. To be surviving inthe online business can be done by providing maximum satisfaction to consumers and maintaining belief in the products offered both in terms of price and quality of goods by using a good website. The purpose of this study is to determine the effect of Website Characteristic to customer satisfaction and impact to customer loyalty on the online store. The population of this research is the first grade student of Diploma 4 Management Accounting in State Politechnic of Malang. Using purposive sampling method dan slovin formula 138 samples were collected. In this reseacrh, the analysis technique used was linier regression namely path analysis. Then Hypotesis test was done and the calssical assumption test which consists of autocorellation test, heteroskedasity test, multikolonieritas and normally test will be conducting. By using 5% the significance level, some conclusions can be obtained from this research. Constant value obtained significance (P) if 0.000 is smaller than 0.05. The conclusion that can be drawn based the result of hypothesis testing on the F-test is that the design of the site (x2), informative (x3), Security (x3), and Communication (x5) have a partially significant effect to the satisfaction, but the variable of shooping Convenience (x1) has no significant effect partially on the satrisfaction. Beside that the design of the site (x2), informative (x3), Security (x3), and Communication (x5) have a partially significant effect to the loyalty, but the variable of shooping Convenience (x1) has no significant effect partially on the influence on customers- loyalty. The customers- satisfaction have significant simultaneous influence on customers- loyalty.