Analisis Peran Customer Review, Perceived Value dan Content Marketing terhadap Keputusan Pembelian Melalui Trust Pada Toko Royal Vincy di Shopee

The rapid development of e-commerce has intensified competition among online retailers, making customer reviews, perceived value, content marketing, and consumer Trust important considerations in purchasing decisions. This research examines the relationships among Customer Review, Perceived Value, Content Marketing, Trust, and Purchase Decisions among consumers of the Royal Vincy Store on Shopee. A quantitative approach with a causal research design was employed. Data were collected through questionnaires from 276 respondents selected using purposive sampling from a population of 892 Royal Vincy consumers in 2025. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that Customer Review has no significant effect on Trust, while Perceived Value also has no significant effect on Trust. In contrast, Content Marketing has a positive and significant effect on Trust. Customer Review has a positive and significant effect on Purchase Decisions, whereas Perceived Value has no significant effect on Purchase Decisions. Content Marketing has a positive and significant effect on Purchase Decisions, and Trust also has a positive and significant effect on Purchase Decisions. The findings highlight Content Marketing as an important factor in strengthening consumer Trust and encouraging Purchase Decisions, while Customer Review contributes directly to purchasing decisions despite its insignificant relationship with Trust.