<![CDATA[This study aims to analyze the effect of customer experience and trust on repurchase interest in the Shopee marketplace. In February 2023, there was a decline, indicating that e-commerce faces challenges in maintaining customer loyalty and that consumers are starting to be more selective in choosing shopping platforms. This research is a quantitative study with a survey method. Data collection was carried out using a questionnaire instrument; the number of samples used was 404 respondents. The analysis technique used is Structural Equation Modeling - Partial Least Squares (SEM-PLS) with SmartPLS 3.0 software. The results of the study show that customer experience has a significant influence on repurchase interest with a path coefficient of 0.211. Trust also has a positive and significant effect on repurchase interest with a path coefficient of 0.447. Simultaneously with an F-count value of 83.09, which is greater than the F-table of 3.02, the customer experience and trust variables have a positive and significant effect on repurchase interest.]]>
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