Determinants of Reuse Intention Toward Shopee E-commerce (A Study of E-Commerce Users in Denpasar City)

The increasingly intense competition in the e-commerce industry requires companies not only to attract new users but also to retain existing ones by building positive perceptions and strong trust. This research is grounded in the Technology Acceptance Model (TAM), which explains that users’ perceptions and experiences toward a system influence their attitudes and behavioral intentions to reuse it.
This study employs a quantitative approach with a causal associative research design. The sample was determined using purposive sampling techniques, with respondents who had conducted at least two transactions through the Shopee application. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach.
The results indicate that brand image and customer experience have a positive and significant effect on trust and repurchase intention. Furthermore, trust is proven to mediate the relationship between brand image and customer experience on repurchase intention. These findings suggest that enhancing customer experience and strengthening brand image consistently can build trust, thereby encouraging users’ intention to continue using the application.