<![CDATA[The rapid growth of e-commerce has made Shopee the leading platform in Indonesia, with fashion as its largest transaction category; however, retaining customers to make repeat purchases remains a strategic challenge. This study aims to examine the effect of hedonic motivation, electronic word of mouth (e-WOM), and electronic service quality on repeat purchase of fashion products at Shopee, both partially and simultaneously. This research employs a quantitative causal approach using a cross-sectional design. Data were collected through structured questionnaires distributed online via Google Form to 100 respondents selected by purposive sampling, using a five-point Likert scale. Data were analyzed using multiple linear regression through the SEM-PLS method with SmartPLS and SPSS software, including validity and reliability tests, classical assumption tests, and hypothesis testing (t-test and F-test). The findings reveal that hedonic motivation, e-WOM, and electronic service quality each have a positive and significant effect on repeat purchase, with electronic service quality contributing the strongest influence. Simultaneously, the three variables explain 51.1% of the variation in repeat purchase. These results imply that creating a holistic shopping experience that integrates emotional pleasure, credible social validation, and superior electronic service is key to fostering customer loyalty and repeat purchases.]]>
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