<![CDATA[This study aims to analyze the role of online reputation based on Google Review in building digital trust (digital trust) and its influence on consumer purchase decisions at Toko AC Bali Makmur Saelus. The study uses a qualitative approach with a case study method. Data were collected through in-depth interviews with consumers who had made a purchase after reading Google Reviews, digital observation (netnography) on the Google Business Profile, and documentation. Data analysis was carried out using the interactive model of Miles, Huberman, and Saldaña, which includes data condensation, data display, and conclusion drawing. The results show that Google Review acts as the main source of information shaping consumers' initial perceptions of business credibility. The elements most influential in building online reputation include review volume and valence, review recency (review recency), testimonial depth (testimonial depth), and business owners' responses to customer reviews. This online reputation builds digital trust through the dimensions of competence (ability), integrity (integrity), and benevolence (benevolence) thereby reducing consumers' perceived risk before making a purchase. The findings also show that Google Review functions as an ultimate filter (ultimate filter) in the alternative evaluation process, encouraging consumers to finalize their purchase decision. This study contributes to the development of studies on electronic word of mouth (e-WOM), online reputation, and digital trust for high-involvement products, and provides practical implications for MSME actors in managing their Google Business Profile as a strategy for building trust and improving purchase decisions.]]>
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