<![CDATA[General Background: Digital technology has shifted consumption toward e-commerce, particularly in the cosmetics industry. Specific Background: Although Wardah holds over a 10% market share on Shopee Indonesia, intense marketplace competition exposes buyers to numerous brand alternatives and peer evaluations. Knowledge Gap: Prior studies on product quality, consumer trust, and online reviews showed inconsistent results, with limited research focusing on Wardah consumers on Shopee in Sidoarjo. Aims: This study analyzes the relationships of product quality, consumer trust, and consumer reviews with purchase decisions for Wardah products on Shopee. Results: Using purposive sampling of 100 respondents aged 17–45 in Sidoarjo and PLS-SEM via SmartPLS 3.0, findings show that product quality ($t = 4.248, p = 0.000$), consumer trust ($t = 4.441, p = 0.000$), and consumer reviews ($t = 5.226, p = 0.000$) positively and significantly relate to purchase decisions, explaining 60.5% of the variance. Novelty: This research confirms consumer reviews as the most dominant predictor over consumer trust and product quality among Sidoarjo marketplace shoppers. Implications: Wardah should maintain product standards, provide transparent descriptions, and encourage informative customer reviews. Highlights: Durability, specification conformity, reliability, plus functional performance positively relate to buyer selection of Wardah cosmetics. Transaction security, seller commitment, honesty, plus transparent descriptions reduce perceived risk for marketplace shoppers. Argument clarity, positive tone, usefulness, plus credible feedback sources represent the most dominant variable explaining 60.5% of variance. Keywords: Product Quality, Consumer Trust, Online Customer Reviews, Purchase Decision, Shopee Marketplace]]>
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