The Keys to Online Shopping Success: Customer Reviews and Trust in Erigo Products on Shopee

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FORMOSA NEWS

A 2026 study conducted by Randy Gustiana Putra, Ramlah Puji Astuti, and Yono Maulana from the Faculty of Economics and Business at Universitas Swadaya Gunung Jati Cirebon explores how online customer reviews and electronic word of mouth (EWOM) influence the purchase decisions of local Erigo fashion products on the Shopee platform through customer trust. This research is critical for the modern e-commerce industry because high brand popularity and digital exposure do not automatically guarantee transactions if consumer trust remains unstable.

E-commerce growth in Indonesia has soared, with fashion emerging as a top category among youth. Although local brands like Erigo have achieved international recognition and high digital visibility, online buyers often hesitate because they cannot physically inspect or try products before purchasing. This uncertainty forces consumers to heavily rely on digital information, such as peer recommendations and previous buyer reviews.

The study employed a quantitative approach with a causal associative design involving 270 respondents who had purchased Erigo products on Shopee. The sample was selected using purposive sampling, and data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) via SmartPLS software.

• Online customer reviews proved to be the most dominant factor in building consumer trust with a very strong impact.
• Electronic word of mouth (EWOM) positively enhances customer trust while directly driving purchase decisions.
• Customer trust successfully acts as a mediating variable bridging digital information with final consumer transactions.
• The research model recorded a coefficient of determination of 77.5%, indicating substantial predictive accuracy regarding purchase decision variations.

These findings provide profound strategic implications for business and digital marketing. The researchers from Universitas Swadaya Gunung Jati emphasize that technical information or heavy promotions alone are insufficient without a foundation of trust. Therefore, e-commerce businesses must actively manage digital reviews and consumer interactions credibly to reduce perceived buyer risk, as trust is the ultimate key to converting interest into real purchases.

Author Profiles

• Randy Gustiana Putra: Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon
• Ramlah Puji Astuti: Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon
• Yono Maulana: Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon
• Fields of Expertise: Marketing Management, Consumer Behavior, and Digital Business

Research Source

• Article Title: The Effect of Electronic Word of Mouth and Online Customer Review on Purchase Decision Through Customer Trust on Erigo Products on the Shopee Platform
• Journal Name: Indonesian Journal of Business Analytics (IJBA), Vol. 6, No. 4
• Publication Year: 2026
• DOI: https://doi.org/10.55927/ijba.v6i4.16659