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Abstract
This research aims to analyze the influence of Social Media Marketing, Live Streaming Marketing, and Electronic Word of Mouth (e-WOM) on the repurchase intention of Shopee marketplace consumers. A quantitative, associative-causal research approach was employed. The study population consisted of all Shopee users, representing an infinite population. A sample of 150 respondents was selected using a non-probability sampling technique—specifically purposive sampling—based on the criterion of having shopped on Shopee at least twice within the last six months. Data collection was conducted via an online Likert-scale questionnaire, and data processing was performed using IBM SPSS 28 software. The results indicate that Social Media Marketing and Live Streaming Marketing have not a positive and significant partial influence on Shopee consumers' repurchase intention; however, Electronic Word of Mouth (e-WOM) was found to have a positif influence on repurchase intention

Keywords: social media marketing, live streaming marketing, electronic word of mouth (E-WOM), repurchase intention, shopee.