<![CDATA[E-commerce rivalry necessitates that businesses comprehend the elements that affect repeat purchase intention. This investigation aims to analyze the effects of Perceived Ease of Use and Perceived Usefulness on Repurchase Intention mediated by E-Satisfaction among Gen Z users of the Lazada e-commerce platform in Cimahi. The study used a quantitative approach, was gathered by disseminating a questionnaire to 200 respondents who fulfilled the requirements. Data analysis was excuted utilizing SPSS version 23 through validity tests, reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, Sobel tests, and hypothesis test, The results of the study indicate that Perceived Usefulness has a positive and significant effect on E-Satisfaction and Repurchase Intention, Perceived Ease of Use has no effect on E-Satisfaction or Repurchase Intention. Furthermore, E-Satisfaction has no effect on Repurchase Intention and does not mediate the effects of Perceived Ease of Use or Perceived Usefulness on Repurchase Intention. These outcomes reveal that Gen Z’s intention to repurchase in Cimahi City is more influenced by the perceived usefulness of using the Lazada app than by ease of use or E-Satisfaction. This study contributes to the TAM model in digital marketing. From a managerial perspective, although Lazada’s perceived value is rated very highly, the company is advised to focus on improving its lowest scoring indicator the product rating system by enhancing the quality of reviews to make them more informative and trustworthy, and by including original media from buyers. Meanwhile, the image search feature and payment options should be maintained to enhance the platform’s competitiveness.]]>
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