Abstract
Retailers who provide guarantee policies for fashion products can foster a high sense of trust and purchase intention. This study examines the effect of retailers' guarantee policies on fashion products' purchase intention with trust as a mediator. The research method used is quantitative, with a sample of 188 consumers in Jakarta who have the experience of shopping for fashion in e-commerce. Data analysis used CB-SEM with LISREL 8.71. The study results affirm that buyer's trust in online retailers fully mediates the effect of product return policies on fashion products' purchase intentions. Contribution of research results as an insight for online retailers in understanding consumer behavior in purchasing fashion products in e-commerce.
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