<![CDATA[This study aims to analyze the influence of Influencer Credibility, User-Generated Content (UGC), and Online Customer Reviews (OCR) on Purchase Decisions through Purchase Intention as an intervening variable among Jasmine Jilbab consumers in Sidoarjo. This research employed a quantitative approach using a survey method. The population consisted of Jasmine Jilbab consumers in Sidoarjo, with a sample of 153 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS version 4. The findings indicate that Influencer Credibility, User-Generated Content (UGC), and Online Customer Reviews (OCR) have a positive and significant effect on Purchase Intention. Furthermore, Online Customer Reviews (OCR) and Purchase Intention have a positive and significant effect on Purchase Decisions. In contrast, Influencer Credibility and User-Generated Content (UGC) do not have a significant direct effect on Purchase Decisions. The mediation analysis reveals that Purchase Intention does not significantly mediate the relationship between Influencer Credibility and Purchase Decisions. However, Purchase Intention positively and significantly mediates the effects of User-Generated Content (UGC) and Online Customer Reviews (OCR) on Purchase Decisions. This study concludes that Online Customer Reviews (OCR) are the most consistent factor in enhancing both Purchase Intention and Purchase Decisions among Jasmine Jilbab consumers.]]>
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