<![CDATA[This study aims to examine the influence of customer experience on repurchase behavior within the Indonesian e-commerce industry, with a specific focus on April Eyewear's presence on the Shopee platform. It investigates how various aspects of the customer journey, from initial product interaction to post-purchase support, contribute to a customer's decision to make repeat purchases. Drawing upon qualitative observations from the Shopee platform, this research explores how elements such as clear product information, efficient ordering processes, responsive customer service, and effective return policies shape the customer's perception and drive subsequent purchasing decisions. Findings are expected to highlight that a consistently positive customer experience is a critical driver for fostering brand loyalty (Yasa et al., 2020) and, consequently, encouraging repurchase behavior in the competitive online marketplace (Bolton et al., 2018). This study provides valuable insights for e-commerce businesses seeking to enhance customer retention and sustain long-term growth]]>
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