Transformasi digital yang semakin berkembang membuat banyak e-commerce brand dari berbagai tipe industri berdatangan, salah satunya adalah PT Social Bella Indonesia. Di tengah pesatnya perkembangan pangsa pasar e-commerce di Indonesia, peningkatan purchase intention pengguna menjadi hal yang penting untuk bertahan. Penelitian ini akan menganalisis bagaimana elemen ease of use dan internet skills dengan peran mediasi website trust dapat meningkatkan niat beli pengguna SOCO by Sociolla. Penelitian dilakukan menggunakan metode kuantitatif pendekatan deskriptif dan akan mengumpulkan data menggunakan teknik cross-sectional research melalui kuisioner yang akan diisi responden sebanyak satu kali. Dengan total responden utama yang telah diuji validitas dan reliabilitas sebanyak 272 peserta, data kemudian diolah menggunakan SMART PLS 4 menggunakan teknik analisis PLS-SEM. Penelitian ini menghasilkan temuan bahwa variabel ease of use dan internet skills berpengaruh positif dan signifikan terhadap website trust dan purchase intention. Serta variabel website trust sebagai variabel mediasi juga memiliki pengaruh positif yang signifikan terhadap purchase intention./The increasingly developing digital transformation has made many e-commerce brands from various types of industries arrive, one of which is PT Social Bella Indonesia. In the midst of the rapid development of e-commerce market share in Indonesia, increasing user purchase intention is important to survive. This research will analyze how the elements of ease of use and internet skills with the mediating role of website trust can increase the purchasing intentions of SOCO by Sociolla users. The research was carried out using a quantitative method, a descriptive approach and will collect data using cross-sectional research techniques through a questionnaire which respondents will fill out once. With a total of 272 main respondents who had been tested for validity and reliability, the data was then processed using SMART PLS 4 using the PLS-SEM analysis technique. This research produces findings that the variables ease of use and internet skills have a positive and significant effect on website trust and purchase intention. And the website trust variable as a mediating variable also has a significant positive influence on purchase intention.