<![CDATA[This study aims to analyze the influence of online customer reviews and trust on purchasing decisions within the Shopee application. A quantitative research approach utilizing a survey method was employed. The study sample consisted of 100 respondents—active Shopee users in Kendari City who had made at least two purchases within the past six months. Data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that online customer reviews have a positive and significant effect on purchasing decisions. Trust also has a positive and significant effect on purchasing decisions. Simultaneously, online customer reviews and trust significantly influence purchasing decisions on the Shopee application. These findings suggest that a greater number of positive customer reviews and higher levels of consumer trust increase the likelihood of consumers making a purchase decision.]]>
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