Penelitian ini bertujuan untuk menganalisis pengaruh content marketing dan online consumer review terhadap keputusan pembelian produk fashion, serta menguji peran kepercayaan konsumen sebagai variabel moderasi. Latar belakang
penelitian ini didasari oleh semakin ketatnya persaingan dalam industri fashion online serta meningkatnya penggunaan e-commerce seperti Shopee. Penelitian ini
menggunakan metode kuantitatif dengan pendekatan survei terhadap 160 responden pengguna aplikasi Shopee di Kabupaten Kuningan. Teknik analisis data yang digunakan adalah Moderated Regression Analysis (MRA) dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa: (1) Content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Online consumer review berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Kepercayaan konsumen tidak memoderasi hubungan antara content marketing dan keputusan pembelian. (5) Kepercayaan konsumen memoderasi hubungan antara online consumer review dan keputusan pembelian.

This study aimed to analyze the influence of content marketing and online consumer reviews on purchasing decisions of fashion products, as well as to examine the role of consumer trust as a moderating variable. The background of this research was based on the increasing competition in the online fashion industry and the growing use of e-commerce platforms such as Shopee. This study employed a quantitative method with a survey approach involving 160 respondents who were Shopee users in Kuningan Regency. The data analysis technique used was Moderated Regression Analysis (MRA) with the assistance of SPSS software. The results of the study showed that: (1) Content marketing had a positive and significant effect on purchasing decisions. (2) Online consumer reviews had a positive and significant effect on purchasing decisions. (3) Consumer trust had a positive and significant effect on purchasing decisions. (4) Consumer trust did not moderate the relationship between content marketing and purchasing decisions. (5) Consumer trust moderated th