<![CDATA[This study aims to analyze the effects of online customer reviews and e-trust on customer satisfaction among Shopee users in Sidenreng Rappang Regency. The study employed a quantitative approach involving 96 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, multiple linear regression analysis, partial tests, simultaneous tests, and the coefficient of determination. The results indicated that all research instruments were valid and reliable. Partially, online customer review had a positive and significant effect on customer satisfaction, with a t-value of 3.812 and a significance value of 0.000. Likewise, e-trust had a positive and significant effect on customer satisfaction, with a t-value of 2.639 and a significance value of 0.010. Simultaneously, online customer review and e-trust had a positive and significant effect on customer satisfaction, with an F-value of 18.018 and a significance value of 0.000. The coefficient of determination of 0.279 indicates that both variables explain 27.9 percent of the variation in customer satisfaction. This study concludes that the quality of customer reviews and trust in the security and reliability of the platform are important factors in improving Shopee users’ satisfaction]]>
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