The Influence of Online Consumer Reviews and Viral Marketing on Purchasing Decisions with Consumer Trust as an Intervening Variable for Elformula Products on TikTok Shop in Tebing Tinggi City

This study is a quantitative study that aims to examine the influence of online consumer reviews and viral marketing on purchasing decisions, with consumer trust as an intervening variable, among consumers of Elformula products on TikTok Shop in Tebing Tinggi City. Using purposive sampling, this study involved 147 respondents who had been exposed to viral content and Elformula reviews on TikTok. Analysis was conducted using SEM-PLS techniques on 21 indicators. The results of the study indicate that online consumer reviews do not have a direct effect on purchasing decisions but significantly influence consumer trust, which in turn mediates their effect on purchasing decisions. Viral marketing was found to have a direct and significant effect on purchasing decisions and on consumer trust, and also has an indirect effect on purchasing decisions through consumer trust