<![CDATA[The problem of transaction delays or cart abandonment in e-commerce remains a complex issue behind the high potential of e-commerce users. Delays can occur due to consumers' distrust, uncertainty, and risk perceptions. The social proof nudge strategy is carried out to increase trust and minimize this problem. Therefore, this study aims to empirically demonstrate the strong influence of social proof nudge on consumer purchasing decisions in e-commerce through trust. The urgency of this research stems from the high rate of cart abandonment in e-commerce, especially among consumers in Indonesia. This study uses primary data collected through questionnaires distributed to 200 e-commerce application users in Indonesia, using a non-probability purposive sampling technique. The data analysis method uses PLS-SEM with SmartPLS 4. The results of the study show that social proof nudge is proven to significantly increase consumer trust and purchasing decisions, and trust acts as a partial mediator that strengthens the relationship between the two. Thus, social proof and trust are the main factors in driving purchasing decisions in e-commerce.]]>
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