ANALYSIS OF SOCIAL PROOF MARKETING STRATEGY AND CONSUMER TRUST IN INCREASING DECISIONS THAT INFLUENCE CONSUMERS IN PURCHASING GOODS ON E-COMMERCE WEBSITES

The aim of this research is to examine how consumer trust and social proof influence purchases on e-commerce platforms. The method used in this research is descriptive quantitative by distributing questionnaires to correspondents who are users of e-commerce and the analytical tool used is multiple linear regression analysis using SPSS 30 software. The results of this research show that social proof and consumer trust are significantly influencing consumer decisions to buy is 96.7%. This is because the marketing approach can emphasize the social proof component and grow customer trust in competitive e-commerce, thereby helping business people to create more effective consumer acquisition and retention tactics.