<![CDATA[The purpose of this study is to analyse Perceived Enjoyment, Perceived Ease of Use, and Perceived Security in influencing Repurchase Intention. This study also explores the role of Trust as a mediator in the purchase of beauty products on Shopee. The primary data was obtained through a questionnaire administered to 190 re-spondents who had previously purchased beauty products on Shopee, using the SEM-PLS data analysis model. The findings indicate that Perceived Ease of Use and Perceived Security have a significant influence on trust and repurchase intention, both through direct and indirect relationships. Meanwhile, Perceived Enjoyment has a direct effect on repurchase intention, but not significantly on Trust. These findings highlight the importance of trust as a mediator in building customer loyalty in online stores. Practically, this study implies that Shopee needs to prioritise improving system security and ease of use of the application to strengthen trust and encour-age repurchase intention.]]>
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