ABSTRACT : This study aims to analyze and explain the effect of 1) digital marketing on trust; 2) Online Customer Review on trust; 3) digital marketing on buying interest; 4) Online Customer Review on buying interest; 5) confidence in buying interest; 6) digital marketing on buying interest through trust; 7) Online Customer Review of buying interest through trust. The type of research used in this research is explanatory research which is associative in nature, which aims to determine the relationship between two or more variables. The population in this study are Shopee consumers in Makassar City. The sampling technique is based on Hair’s theory, namely the minimum number of samples is at least five times more than the number of question items to be analyzed, there are 19 question items. then the minimum required sample size is 19 x 10 = 190 Shopee consumers in Makassar City. The data analysis used in this research is the Structural Equational Modeling Partial Least Square (SEM-PLS) method. The conclusions from this study are (1) digital marketing has an effect on trust, (2) Online Customer Reviews has an effect on trust, (3) digital marketing has an effect on consumer buying interest, 4) Online Customer Reviews has an effect on consumer buying interest, 5) trust has an effect on purchase intention, 6) digital marketing influences purchase intention through trust, (7) Online Customer Reviews influences purchase intention through trust. The data analysis used in this research is the Structural Equational Modeling Partial Least Square (SEM-PLS) method. The conclusions from this study are (1) digital marketing has an effect on trust, (2) Online Customer Reviews has an effect on trust, (3) digital marketing has an effect on consumer buying interest, 4) Online Customer Reviews has an effect on consumer buying interest, 5) trust has an effect on purchase intention, 6) digital marketing influences purchase intention through trust, (7) Online Customer Reviews influences purchase intention through trust. The data analysis used in this research is the Structural Equational Modeling Partial Least Square (SEM-PLS) method. The conclusions from this study are (1) digital marketing has an effect on trust, (2) Online Customer Reviews has an effect on trust, (3) digital marketing has an effect on consumer buying interest, 4) Online Customer Reviews has an effect on consumer buying interest, 5) trust has an effect on purchase intention, 6) digital marketing influences purchase intention through trust, (7) Online Customer Reviews influences purchase intention through trust.

KEYWORDS – Digital Marketing, Online Customer Review, Purchase Intention, Trust