<![CDATA[In the rapidly evolving digital economy ecosystem of Indonesia, consumer behavior in marketplace transactions has undergone a significant paradigm shift from physical assessment to digital reputation-based evaluation. This literature review article aims to conduct an in-depth and comprehensive analysis of how store rating and number of followers function as crucial instruments in shaping consumer trust that ultimately leads to purchasing decisions. Using a library research method exploring ten national scientific journals from 2021 to 2025, this study synthesizes various relevant empirical findings. The literature review consistently shows that store ratings are a highly reliable predictor of service quality, while the number of followers serves as an indicator of popularity and social validation. Both elements, partially and simultaneously, have a positive and significant influence in mitigating risk perception and building strong consumer trust, which ultimately determines the success of purchasing decisions on increasingly competitive e-commerce platforms.]]>
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