Marketing through the website has become one of the strategies companies undertake to increase consumer buying interest, by creating a perception of the ease of use of the website accompanied by internet skills, which will create consumer confidence to generate consumer buying interest one of these is the H&M company specifications at H&M Indonesia. This study aims to analyze the effect of perceived ease of use and internet skills on consumer trust, to increase online buying interest in the minds of Indonesian H&M consumers. The research method used is a quantitative method with data collection techniques through distributing questionnaires online to 200 respondents with consumer characteristics who know and have visited the H&M Indonesia website. The data analysis technique used is Structural Equation Modeling (SEM) using the AMOS 24.0 application. The results of this study indicate that the perceived ease of use does not affect website trust, and perceived ease of use positively influences online buying interest, while in this study there are internet skills variables that do not affect website trust and buying interest online, and website trust as intervening variables in this study showed the results positively influenced online buying interest. Suggestions that can be given to H&M Indonesia based on the results of this study are that it is necessary to do more evaluations on the website H&M Indonesia by improving security, website quality, and making various efforts to maintain consumer trust and consumer online buying interest. And advice to Indonesian H&M consumers is to be able to improve their internet skills and digital literacy so the consumers can feel the benefits of the H&M Indonesia website.

Keywords: Perceived Ease of Use, Internet skills, website trust, and consumer buying interest.