<![CDATA[This study examines the trust of Shopee e-commerce users in Semarang City in the face of increasing digital transactions and information security risks. The research problem stems from the inconsistent findings of previous studies regarding the role of digital security and reputation in shaping user trust, as well as the limited number of studies that simultaneously examine multi-factor authentication, data encryption, and digital reputation. This study aims to analyze the influence of these three variables on Shopee users' trust. The method used is a quantitative approach involving a questionnaire survey of 111 respondents selected through purposive sampling. The data were analyzed using multiple linear regression with the aid of SPSS 25. The results indicate that data encryption and digital reputation have a positive and significant effect on user trust, whereas Multi-Factor Authentication does not have a significant partial effect. These findings suggest that users place greater emphasis on data protection, privacy policy transparency, service quality, ratings, reviews, and the platform's image when building trust. Therefore, Shopee needs to strengthen its data encryption and digital reputation, while maintaining Multi-Factor Authentication as a basic security standard to protect user accounts.]]>
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