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Widespread utilization of the Internet and high modern society demands for fast-product-delivery service have changed how the business nowadays operates. Indonesia, the world’s largest archipelago country, has indicated the considerable growing numbers of online sellers and shoppers every year. Subsequently, in order to boost product sales, numerous e-vendors pay close attention to establishing the customers’ trustworthiness level, both in e-commerce or social commerce, specifically Instagram Indonesia. Customer reviews are considered to be one of the elements that can effectively increase or degrade the trustworthiness level of the customers towards the e-vendors. Hence, this research attempts to deeply scrutinize the elements and key drivers that may influence the trustworthiness level of customer reviews and analyze which digital marketing strategies may suitable to increase the customer’s trustworthiness level. This study adopts qualitative research methods to observe online purchase intentions and consumers’ perspectives on customer reviews in e-commerce platforms and Instagram in Indonesia.

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