<![CDATA[This study aims to analyze the influence of perception of the usefulness of online reviews, consumer trust, and risk perception on the intention to buy fashion products online. In the ever-evolving digital era, consumer behavior in purchasing products has shifted from traditional methods (offline) to online platforms. Online purchases are now increasingly common among the global community, including in Indonesia, through various platforms such as the brand's official website, social media, and online marketplaces. This study is focused on five main objectives, namely: (1) to examine the influence of the perception of the usefulness of online reviews on consumer confidence, (2) to evaluate the influence of consumer trust on risk perception, (3) to examine the influence of the perception of the usefulness of online reviews on the intention to buy fashion products online, (4) to analyze the influence of consumer trust on the intention to buy fashion products online, and (5) to examine the influence of risk perception on the intention to buy products fashion online. The results of this research are expected to provide new insights to marketing practitioners in the fashion industry related to factors that affect consumers' purchase intentions online, as well as offer more effective marketing strategies. In addition, this research also contributes to the academic literature related to consumer behavior in the context of e-commerce in Indonesia, especially in the category of fashion products, as well as opening up opportunities for further research development in the future. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kegunaan ulasan online, kepercayaan konsumen, dan persepsi risiko terhadap intensi membeli produk busana secara online. Dalam era digital yang terus berkembang, perilaku konsumen dalam melakukan pembelian produk telah bergeser dari metode tradisional (offline) menuju platform online. Pembelian secara online kini semakin umum dilakukan oleh masyarakat global, termasuk di Indonesia, melalui berbagai platform seperti situs resmi merek, media sosial, dan online marketplace. Penelitian ini difokuskan pada lima tujuan utama, yaitu: (1) menguji pengaruh persepsi kegunaan ulasan online terhadap kepercayaan konsumen, (2) mengevaluasi pengaruh kepercayaan konsumen terhadap persepsi risiko, (3) mengkaji pengaruh persepsi kegunaan ulasan online terhadap intensi membeli produk busana secara online, (4) menganalisis pengaruh kepercayaan konsumen terhadap intensi membeli produk busana secara online, dan (5) meneliti pengaruh persepsi risiko terhadap intensi membeli produk busana secara online. Hasil penelitian ini diharapkan dapat memberikan wawasan baru kepada para praktisi pemasaran di industri busana terkait faktor-faktor yang mempengaruhi intensi pembelian konsumen secara online, serta menawarkan strategi pemasaran yang lebih efektif. Selain itu, penelitian ini juga berkontribusi pada literatur akademis terkait perilaku konsumen dalam konteks e-commerce di Indonesia, khususnya dalam kategori produk busana, serta membuka peluang untuk pengembangan penelitian lebih lanjut di masa mendatang.]]>
