Abstract
Marketplace serves as a pivotal model in e-commerce, acting as an intermediary between buyers and sellers, exemplified by platforms such as Shopee, Lazada, Tokopedia, among others. Contrary to being a transactional entity, marketplaces facilitate online interactions between sellers and buyers. Meanwhile, e-commerce manifests as a form of online store, either in the form of a website or application owned by a brand, company, or home-based business. The objective of this study is to analyze the direct and indirect influences of customer reviews, seller ratings, and responsiveness on online purchase interests, with trust as a mediating variable in the context of fashion products. The population for this research consists of females aged 16-30 residing in Surabaya, who have not previously purchased products from the brand "femme." The sample comprises 100 respondents, and the data analysis employs the Partial Least Square (PLS) method.
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