<![CDATA[This study aims to analyze the effect of consumer reviews and the Cash on Delivery (COD) payment system on purchase decisions for products on the Shopee application, both partially and simultaneously. The study uses a quantitative associative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) supported by SmartPLS. The respondents were 120 active Shopee users in Cirebon City selected through purposive sampling. The instrument consisted of 23 indicators covering consumer reviews, COD payment, and purchase decision. The results show that consumer reviews have a positive and significant effect on purchase decisions (β = 0.638; t = 8.607; p = 0.000), while COD also has a positive and significant effect (β = 0.185; t = 2.387; p = 0.017). Simultaneously, both variables significantly affect purchase decisions with an F-statistic of 82.114 and p = 0.000. The model explains 58.6% of the variance in purchase decisions (R² = 0.586). Consumer reviews are the more dominant predictor. The findings indicate that credible reviews, especially those containing photos or videos, and a secure COD mechanism can reduce uncertainty and encourage consumers to make purchases on Shopee.]]>
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