The Essence of Consumer Trust in The Phenomenon of Fake Reviews In E-Commerce

A Phenomenological Study In The City Of Makassar

Abstract

This study aims to explore the essence of consumer experiences in Makassar City in dealing with the phenomenon of fake reviews in the e-commerce ecosystem. Using a phenomenological qualitative approach, this study involved six informants selected through purposive and snowball sampling techniques with the inclusion criterion of more than five years of online shopping experience. Data were collected through in-depth interviews and analyzed using Miles and Huberman's interactive model, which includes the stages of reduction, data presentation, and conclusion drawing. The results reveal a fundamental shift from implicit trust to skeptical “Reflexive Trust,” where consumers reconstruct trust through qualitative evidence validation, negative review analysis, and peer network support as a defense mechanism. The cognitive dissonance and “shopping trauma” experienced by informants indicate a systemic crisis in digital business ethics. The most urgent implication of these findings is the need for platform curation system reform through strict buyer identity verification and strengthened consumer protection regulations against digital reputation manipulation to restore market integrity sustainably.