Technological developments in modern times now make people switch to shopping online and Indonesian people mostly use the shopee e-commerce application to make online purchase transactions and the development of this technological era makes generation z people not want to be outdated. And the number of beauty products on the market makes competition very tight for competitors, so researchers raise beauty products, namely Wardah cosmetics. Wardah is an original Indonesian halal cosmetic brand that was founded in 1995 under the auspices of PT Paragon Technogoly and Innovation. The phenomenon in this study is that Wardah is the oldest pioneer of the first halal cosmetics and still provides the latest innovations that are in demand among teenage girls or generation Z. This study aims to examine the relationship between perceived price, promotion, and customer value on repurchase intention and customer satisfaction among generation Z through shopee e-commerce (Case study on Wardah cosmetic purchases). Data collection was carried out using a questionnaire method which contained a list of questions regarding each variable studied. Respondents in this study were generation Z consumers who made purchases of Wardah cosmetics. The sample used in this study was 114 respondents. Data analysis in this study used the SEMPPLS 4.0 program. Hypothesis testing using PLS is tested in two stages, namely outer model and inner model. The results of this study indicate that: (1) perceived price does not have a singnificant effect on customer satisfaction with a t-statistic value of 0.604 smaller than 1.96 and a p-value of 0.546, (2) perceived price does not have a singnificant effect on repurchase intention with a t-statistic value of 0.067 smaller than 1.96 and a p-value of 0.0946, (3) promotion has a singnificant effect on customer satisfaction with a t-statistic value of 2.792 greater than 1.96 and a p-value of 0.005. 005, (4) promotion has no significant effect on repurchase intention with a t-statistic value of 0.826 smaller than 1.96 and a p-value of 0.409, (5) customer value has a significant effect on customer satisfaction with a t-statistic value, (6) customer value has a significant effect on repurchase intention with a t-statistic value of 3.764 and a p-value of 0.000, (7) customer satisfaction has a significant effect on repurchase intention with a t-statistic value of 3.274 and a p-value of 0.001.