Can Product Quality Improve Purchase Decisions in E-Commerce and Social Media through Customer Loyalty and Trust?

The increase in online sales transactions has continued to due several factors, such as the improvement of Internet quality, growth start-ups Indonesia, and COVID-19 pandemic’s effects, which have restricted customers from making purchases offline. research aimed identify different types direct indirect influences that caused make purchase decisions for fashion products determine more dominant group (women or men) on e-commerce platforms social media. applied a quantitative method. respondents were 244 who bought analytical tools Structural Equation Modelling (SEM) with SmartPLS 4.0, convergence discrimination invalidity validity test, composite reliability structural model evaluation (inner model). findings indicate all aspects product trust, customer loyalty huge impact buying Moreover, effect, quality affects through trust. Similarly, impacts choices loyalty. Trust also Then, Last, an Additionally, results PLS-MGA show women are media than men.