<![CDATA[This study aims to analyze the effect of electronic word of mouth and online customer reviews on purchase decisions through customer trust in Erigo products on the Shopee platform. The development of e-commerce has encouraged consumers to increasingly rely on digital information, such as user reviews and experiences, before making purchasing decisions. In online transactions, however, consumer trust plays a crucial role in influencing purchase decisions. This research employed a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to consumers who had purchased Erigo products on Shopee. Data analysis was conducted using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software through the evaluation of the measurement model (outer model) and structural model (inner model). The results indicate that electronic word of mouth and online customer reviews have a positive effect on customer trust. Furthermore, electronic word of mouth, online customer reviews, and customer trust also positively influence purchase decisions. Customer trust was found to play a mediating role in the relationship between electronic word of mouth and online customer reviews and purchase decisions. These findings suggest that the quality of digital information shared by other consumers can enhance trust and encourage purchasing decisions on e-commerce platforms.]]>
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