<![CDATA[The rapid development of technology in the current era of digitalization is driving increasingly tighter business competition. Producers are required to be more critical in innovating and developing their business following trends occurring in society. Online stores are one of the impacts of the rapid development of technology in the current era of digitalization. Various products can be purchased online via e-commerce, ranging from food, clothing, household necessities, to vehicles. This trend has led to the continued increase in e-commerce users in Indonesia and is even projected to continue to increase until 2029. However, this is not in accordance with what is happening with Lazada e-commerce which continues to experience a negative trend from 2019-2022 with a decreasing index. in the top brand award released by the top brand index, the increase in 2023 is considered not significant so it is necessary to analyze the factors that could influence the decline in the Lazada e-commerce index. One of the indicators in assessing the index for the top brand award is future intention, where in this indicator there is repurchase intention, so it can be interpreted that the decline in the index is due to a decrease in interest in repurchasing Lazada customers after carrying out transaction activities on Lazada e-commerce. Therefore, it is indicated that the e-service quality and consumer trust factors can influence the repurchase intention of Lazada e-commerce customers, so these factors need to be tested to find out the true influence on repurchase intention. The population in this study is respondents aged 17-45 years who have made transactions at least twice a year on Lazada e-commerce. With judgment sampling as a sampling technique, 110 respondents were obtained. Descriptive analysis techniques were used to describe the data that had been collected and after that multiple regression analysis was carried out with the help of SPSS version 26 software to answer the problems in the research. The results of statistical tests found that there is a positive influence of both variables on repurchase intention and they also have a simultaneous influence, which indicates that these two factors need attention to obtain good repurchase intention.]]>
