The purpose of this study is to analyze the effect of shopping orientation, trust, online customer review and purchase experience on buying interest in the Shopee Marketplace. The population of this research is the students of Muhammadiyah University of Purwokerto who have and use the Shopee application. The sampling technique used was non-probability sampling with purposive sampling method. The number of samples is 110 respondents with several criteria that have been required. Collecting data using a questionnaire. The results of regression analysis show that simultaneously shopping orientation, trust, online customer review and purchase experience have a significant positive effect on buying interest, partial shopping orientation has a significant positive effect on buying interest, partial trust has a significant positive effect on buying interest, partially online customer review has a significant positive effect on buying interest, the purchase experience partially has a significant positive effect on buying interest.