Fenomena masalah dalam penelitian ditandai Scarlett Whitening berada pada urutan ketiga di Shoppe kalah bersaing dengan Somethinc dan Skintific. Somethinc berhasil menduduki posisi pertama dalam penjualan produk kategori serum wajah secara keseluruhan di tahun 2023. Diurutan kedua penjualan yaitu Somethinc ini berhasil menempati peringkat kedua untuk kategori produk Serum Wajah di Shopee pada tahun 2023. Tujuan penelitian ini adalah mengetahui pengaruh online costumer review dan brand image terhadap minat beli produk scarlett melalui variabel kepercayaan. Metode yang digunakan dalam penelitian ini adalah survey. Jenis penelitian yang akan digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel diambil dengan teknik accidental sampling, peneliti akan mengambil sampel sebanyak 95 responden dari pengguna aplikasi Shopee yang berminat membeli produk Scarlett di Kabupaten Kuningan. Teknik pengumpulan data menggunakan dokumentasi dan angket dengan skala Interval 1-10. Analisis terdiri dari analisis deskriptif, uji asumsi kalasik (uji normalitas dan uji multikolinearitas), analisis jalur dan pengujian hipotesis serta dibantu dengan aplikasi SPSS dan Sobel test. Hasil penelitian menunjukkan bahwa : (1) Online costumer review berpengaruh positif dan signifikan terhadap kepercayaan konsumen,
(2) Brand image berpengaruh positif dan signifikan terhadap kepercayaan konsumen,
(3) Online costumer review berpengaruh positif dan signifikan terhadap minat beli konsumen, (4) Brand image positif dan signifikan berpengaruh terhadap minat beli konsumen, (5) Kepercayaan berpengaruh positif dan signifikan terhadap minat beli konsumen, (6) Online costumer review berpengaruh minat beli melalui variabel kepercayaan konsumen, dan (7) Brand image berpengaruh minat beli melalui variabel kepercayaan konsumen.

The problem phenomenon in the research was characterized by Scarlett Whitening being ranked third on Shopee, losing out to Somethinc and Skintific. Somethinc successfully secured the first position in overall facial serum product sales in 2023. In the second position of sales, Somethinc also managed to rank second for facial serum product category on Shopee in 2023. The purpose of this study was to determine the influence of online customer reviews and brand image on the purchase intention of Scarlett products through trust variables. The method used in this research was a survey. The type of research that will be used is descriptive and verificative with a quantitative approach. The sample was taken using accidental sampling technique; the researcher will take a sample of 95 respondents from Shopee application users interested in purchasing Scarlett products in Kuningan Regency. Data collection techniques used documentation and questionnaires with a 1-10 Interval scale. The analysis consisted of descriptive analysis, classic assumption tests (normality test and multicollinearity test), path analysis, hypothesis testing, and assisted with SPSS and Sobel test applications. The results of the study indicate that: (1) Online customer reviews had a positive and significant effect on consumer trust, (2) Brand image had a positive and significant effect on consumer trust, (3) Online customer reviews had a positive and significant effect on consumers' purchase intention, (4) Brand image had a positive and significant effect on consumers' purchase intention, (5) Trust had a positive and significant effect on consumers' purchase intention, (6) Online customer reviews affected purchase intention through the variable of consumer trust, (7) Brand image affected purchase intention through the variable of consumer trust.