<![CDATA[The rapid development of e-commerce has significantly transformed consumer purchasing behavior and intensified competition among online marketplace platforms in Indonesia. In this increasingly competitive environment, encouraging repurchase intention has become a crucial strategy for maintaining customer loyalty and ensuring business sustainability. Shopee, as one of the leading e-commerce platforms in Indonesia, continuously enhances its services through promotional activities and technological innovations to retain consumers. However, the factors influencing repurchase intention among users in non-metropolitan areas remain insufficiently explored. This study aims to examine the influence of customer experience, advertising, and perceived ease of use on repurchase intention among Shopee users in Bireuen City. A quantitative research approach was employed using a survey method. Data were collected through structured questionnaires distributed to respondents who had experience purchasing products through Shopee. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The findings reveal that advertising has a positive and significant effect on repurchase intention, indicating that effective promotional messages and attractive advertising strategies can encourage consumers to make repeat purchases. Perceived ease of use also has a positive and significant influence on repurchase intention, suggesting that consumers are more likely to continue using a platform that is easy to access, understand, and operate. In contrast, customer experience does not significantly affect repurchase intention. These findings imply that marketplace providers should prioritize improving advertising effectiveness and platform usability to strengthen customer retention and increase repeat purchasing behavior in the digital marketplace environment.]]>
