<![CDATA[Intense competition in the e-commerce industry compels every platform to retain its customers through repeat purchases. Zalora Indonesia, which positions itself around fashion and beauty products, instead experienced a steady decline in monthly visitors and application downloads throughout 2019–2023, accompanied by consumer complaints about its service and pricing. This study examines the effect of e-service quality and price on the repurchase intention of Zalora consumers. Data were collected through a questionnaire distributed to 100 respondents who had shopped on the Zalora application, selected using purposive sampling, and analysed with multiple linear regression in IBM SPSS. The descriptive results indicate that consumers rate Zalora’s e-service quality as poor, perceive its prices as expensive, and report low repurchase intention. Hypothesis testing confirms that e-service quality and price have a positive and significant effect on repurchase intention, both partially and simultaneously, with price contributing more strongly than e-service quality. Together, the two variables explain 70% of the variation in repurchase intention. These findings underscore that improving the digital service experience and adopting a more competitive pricing strategy are central to encouraging repeat purchases at Zalora.]]>
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