<![CDATA[The rapid growth of e-commerce in Indonesia, particularly in the fashion sector, has transformed consumer buying behavior. Shopee, as one of the leading platforms, has attracted millions of users, making it a key marketplace for new fashion products. This study aims to examine the influence of consumer innovativeness and brand reputation on consumers’ purchase intention toward new fashion products through Shopee. This research employed a quantitative approach with a survey method. The data were collected through questionnaires distributed to 130 respondents in Jakarta who had purchased fashion products via Shopee. Data analysis techniques included validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t and F tests with SPSS. The results showed that both consumer innovativeness and brand reputation significantly influence purchase intention, both partially and simultaneously. The findings emphasize the importance of building brand reputation and understanding consumer innovation traits to boost sales through e-commerce platforms.]]>
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