<![CDATA[The rapid advancement of technology has brought significant changes to human lifestyles, including in Indonesia, which is open to new technologies. This article discusses the impact of technology, particularly e-commerce, on society and industry. E-commerce, which involves the buying and selling of goods and services through electronic systems, has transformed shopping patterns from conventional to modern. This research focuses on the Shopee application, one of the leading e-commerce platforms in Indonesia. Factors influencing the intention to continue using Shopee (Continuance Intention) include perceived ease of use, perceived enjoyment, personal innovativeness, e-trust, and attitude. By analyzing these factors, this research aims to understand how Shopee can enhance customer loyalty in Samarinda. The analysis used SEM or AMOS software version 5.0, with a sample of 133 respondents.]]>
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