Article’s

The growing prevalence of e-commerce platforms and social media has greatly amplified the significance of online reviews in shaping consumer choices, especially among students who depend heavily on digital information before making purchases. This research explores how online reviews impact student purchasing behavior by evaluating the influence of review attributes such as valence, credibility, usefulness, and the trustworthiness of the source on purchase intentions (Nigam & Gupta, 2018). Additionally, the study delves into how consumer trust affects buying decisions. A quantitative research approach was employed, gathering primary data from 475 students through a structured questionnaire utilizing a five-point Likert scale. Data analysis involved statistical methods like the chi-square test, independent sample t-test, ANOVA, correlation analysis, and multiple regression analysis. The chi-square and ANOVA findings highlighted significant links between demographic factors and purchase intentions, while the t-test revealed variations in buying behavior between genders. Correlation analysis demonstrated a strong positive correlation between review usefulness, credibility, consumer trust, and purchase intentions. Regression analysis further identified review usefulness and credibility as the most significant predictors of purchase intentions, reinforcing previous research that emphasizes the critical role of information quality in online consumer behavior (Filieri, 2015; Zhang et al., 2024). The results also affirmed that consumer trust considerably boosts the impact of online reviews on purchasing behavior, aligning with Trust Theory and the Information Adoption Model (Sussman & Siegal, 2003; Babu et al., 2024). The study concludes that students heavily depend on reliable and informative online reviews when making purchasing decisions in digital settings. Keywords: Online Reviews, Student Buying Behavior, Purchase Intention, Consumer Trust, eWOM, Digital Consumer Behavior