The Impact of Online Reviews on Consumer Purchasing Decisions in E Commerce

The rapid growth of e-commerce has significantly transformed consumer purchasing behavior, particularly in how information is accessed and evaluated. This study aims to analyze the impact of online reviews on consumer purchasing decisions, with a specific focus on the mediating role of consumer trust. A quantitative research approach was employed using data collected from 150 e-commerce users through an online questionnaire. The data were analyzed using regression analysis and Structural Equation Modeling (SEM) to examine the relationships between variables.The results indicate that online reviews have a significant and positive effect on purchasing decisions. Additionally, online reviews significantly influence consumer trust, which in turn positively affects purchasing decisions. The findings also reveal that consumer trust partially mediates the relationship between online reviews and purchasing decisions. This suggests that credible, high-quality, and consistent reviews not only directly influence consumer decisions but also indirectly affect them by building trust.This study contributes to the existing literature on electronic word-of-mouth (e-WOM) and consumer behavior by confirming the importance of online reviews in shaping purchasing decisions in digital environments. From a practical perspective, the findings highlight the need for e-commerce businesses to effectively manage online reviews, encourage authentic customer feedback, and maintain transparency to enhance consumer trust and improve sales performance.