How Do Online Reviews, Chatbots and Social Media Interactions Shape Purchase Decisions in E-Commerce?

The development of digital technology has changed the way consumers make purchasing decisions, especially on e-commerce platforms. This study aims to analyze the influence of online reviews, the use of chatbots, and social media interactions on consumer purchasing behavior in the digital realm. The research was conducted using a quantitative approach. The research respondents totaled 100 people. Data analysis was carried out using SmartPLS. The results showed that the three variables had a significant influence on purchasing decisions. Online reviews provide additional trust and become the main reference before the transaction. Chatbots make communication easier and provide quick responses that improve user experience. Meanwhile, active interaction on social media is able to build emotional closeness and increase consumer engagement with brands. These findings confirm the importance of an integrated digital strategy in shaping consumer behavior in the e-commerce era.