<![CDATA[Increasingly intense business competition in the digital era requires business owners to continually enhance their Digital marketing strategies, leverage customer reviews, offer attractive Price discounts, and consider business Location to strengthen consumer Trust and increase Purchase intention. This study aims to examine the effects of Digital marketing, Online customer reviews,Pprice discounts, and Location on Purchase intention with Trust as a mediating variable among consumers of Ibu Shinta Rengginang on the Shopee platform. This study employed an explanatory research design using a quantitative approach. The population consisted of all consumers of Ibu Shinta Rengginang on the Shopee platform. A purposive sampling technique was used to select 154 respondents. Data analysis and hypothesis testing were conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of Smart PLS 3.0 software. The results of the direct hypothesis testing indicate that Digital marketing and Location have significant positive effects on Trust, whereas Online customer reviews and Price discounts do not have significant effects on Trust. Furthermore, Digital marketing, Online customer reviews, and Location have significant positive effects on Purchase intention, while Price discounts and Trust do not have significant effects on Purchase intention. The results of the indirect effects analysis indicate that Trust does not mediate the effects of Digital marketing, Online customer reviews, Price discounts, and Location on Purchase intention. Therefore, Trust does not function as an intervening variable in the relationships between the independent variables and Purchase intention among consumers of Ibu Shinta Rengginang on the Shopee platform.]]>
