<![CDATA[ABSTRAKCustomer Review terhadap Buying Decisions melalui Customer Trust sebagai variabel mediasi pada masyarakat di Kelurahan Sungguminasa. Menggunakan pendekatan kuantitatif dengan sampel 78 responden, data diolah menggunakan SEM-PLS melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa E-Service Quality berpengaruh signifikan terhadap Buying Decisions, sementara Online Customer Review tidak berpengaruh langsung. Namun, kedua variabel tersebut berdampak signifikan terhadap Customer Trust. Lebih lanjut, Customer Trust terbukti menjadi mediator krusial yang menghubungkan kualitas layanan dan ulasan pelanggan dengan keputusan pembelian. Kepercayaan pelanggan ditemukan sebagai jalur kritis yang mengubah persepsi informasi digital menjadi komitmen transaksi yang nyata. Hal ini membuktikan bahwa tanpa adanya rasa percaya, keunggulan fitur layanan dan ulasan positif tidak akan mampu mencapai finalisasi keputusan belanja secara optimal. Temuan ini menegaskan bahwa bagi konsumen kritis, informasi digital dan kualitas sistem hanya akan efektif meningkatkan transaksi jika mampu membangun kepercayaan terlebih dahulu. Pelaku usaha disarankan memprioritaskan kredibilitas platform untuk mengonversi niat beli menjadi tindakan transaksi nyata.Kata Kunci: Kualitas Layanan Elektronik, Testimoni Pelanggan Daring, Kepercayaan Pelanggan, Keputusan Pembelian, Perdagangan ElektronikABSTRACTThis study aims to analyze the influence of E-Service Quality and Online Customer Reviews on Buying Decisions through Customer Trust as a mediating variable in the community in Sungguminasa Village. Using a quantitative approach with a sample of 78 respondents, the data were processed using SEM-PLS through SmartPLS 4.0. The results showed that E-Service Quality had a significant effect on Buying Decisions, while Online Customer Reviews had no direct effect. However, both variables had a significant impact on Customer Trust. Furthermore, Customer Trust was proven to be a crucial mediator connecting service quality and customer reviews with purchasing decisions. Customer trust was found to be a critical pathway that transforms digital information perceptions into real transaction commitments. This proves that without trust, superior service features and positive reviews will not be able to achieve optimal finalization of shopping decisions. These findings confirm that for critical consumers, digital information and system quality will only be effective in increasing transactions if they are able to build trust first. Business actors are advised to prioritize platform credibility to convert purchase intentions into real transactions.Keywords: E-Service Quality, Online Customer Review, Customer Trust, Buying Decision, E-Commerce]]>
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